SOURCE: imc2

September 20, 2005 11:25 ET

Procter & Gamble's Prilosec OTC and imc2 Blitz the Internet

Team Goes Online to Kick Off Biggest Sweepstakes Ever for Prilosec OTC

DALLAS, TX -- (MARKET WIRE) -- September 20, 2005 -- With the NFL season in full swing, Procter & Gamble's Prilosec OTC and its interactive marketing agency-of-record, imc2, are performing an all-out media blitz to turn the Internet purple. To help kick off Prilosec OTC's upcoming "NFL Season of a Lifetime" Sweepstakes, Prilosec OTC will own high-profile placements on key portals and sports sites for an entire 24-hour period.

Prilosec OTC -- as part of its sponsorship with the National Football League -- challenged imc2 to develop a brilliant, huge, never-been-done approach to promote the brand's largest sweepstakes to date. imc2 responded with a media solution that would position "NFL Season of a Lifetime" as the brand's most successful promotion ever. On September 21, advertisements for the "NFL Season of a Lifetime" Sweepstakes will take over the main advertising space on several key sites such as and

"We challenge our partner agencies to think 'huge, brilliant, and different' whenever they are developing a program," said Steve Steinbrunner, interactive marketing manager for Prilosec OTC. "imc2 met that challenge and created a one-day media program that focused on our target audience and embodied the same spirit of innovation and excitement as the NFL Season of a Lifetime Sweepstakes invokes."

Visitors to the site can enter for a chance to win the grand prize, an "NFL Season of a Lifetime" with their favorite NFL team, including first-class travel accommodations and tickets to all regular season games, SuperBowl XLI in Miami, Fla., and the 2007 NFL Pro Bowl in Honolulu, Hawaii, in addition to other luxurious prizes. For more details about the "NFL Season of a Lifetime" Sweepstakes, visit

"P&G has always been at the leading edge of innovation and has strongly supported the use of online communication to enhance brand promotions," stated Steve Minichini, imc2's vice president of media. "This program will capitalize on the Internet's ability to reach a large targeted audience, ensuring instant interaction with the brand and the promotion while guaranteeing the message is received. This event is unlike any other form of communication because we instantly capture the consumer's attention -- and as a result, the brand will receive an immediate response."

In addition to the Internet takeover, imc2 developed and is managing a full spectrum of other online media tactics to support the "NFL Season of a Lifetime" Sweepstakes. The sweepstakes will also do a traditional media push via television, select magazines, national and regional radio and in-store promotions.

About imc2

imc2, an independent interactive agency, is dedicated to helping its clients achieve their business objectives through interactive marketing. imc2 has offices in Dallas, New York City and Cincinnati. imc2 has more than 200 employees and provides interactive services in the following areas: strategy and insight, media and promotions, web development, relationship marketing and measurement and intelligence. imc2 serves a broad and diversified global client base, including Procter & Gamble, Johnson & Johnson, Hanes and Pfizer. Please visit for more information.

About Prilosec OTC

PRILOSEC OTC is the #1 Doctor-† and Pharmacist-‡ recommended OTC acid reducer, the first of a class of OTC heartburn medicines that works differently from every other over-the-counter heartburn medication. Prilosec OTC is the only OTC that can work for 24 hours with one pill a day, when used as directed for 14 consecutive days, by directly shutting down many acid pumps in your stomach. In the two years since PRILOSEC OTC was launched, it has become the #1 selling OTC acid reducer** on the market. For more information about PRILOSEC OTC, visit PRILOSEC OTC is available over-the-counter through an alliance between P&G and AstraZeneca. AstraZeneca continues to market and sell prescription PRILOSEC.

About P&G (NYSE: PG)

Two billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Bounty®, Pringles®, Folgers®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Actonel®, Olay® and Clairol Nice 'n Easy®, Head & Shoulders®, and Wella. The P&G community consists of about 110,000 employees working in over 80 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

† NDCHealth, NDC Physician Recommendation Audit (April 2004 - September 2004, Acid Reducer Category). Data on file.

‡ Based on share of recommendations: Pharmacy Today 2004 OTC Survey, Acid Reducers.

** Based on dollar sales. AC Nielson FD+ dollar share of heartburn (12/28/03 - 4/23/05).

Contact Information

  • Contact:
    Angie Byrnes
    Email Contact

    P&G Pharmaceuticals and Personal Health
    Crystal Harrell
    Email Contact