Bridge Relaunches P&G's Luvs.com

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Bridge Integrated Communications has relaunched the Luvs.com site for Procter & Gamble Co. in a bid to upgrade the diaper and wipes brand's online home and increase loyalty among moms.


The overhauled site at www.luvs.com not only will offer product information, but also will host the Luvs Barney Rewards Program. This program allows mothers to earn Barney rewards for their children or community in exchange for points redeemed.


"They've done the Barney's rewards program in the previous years, but we wanted to expand using the Internet to encourage particularly influential moms to generate trial for the brand," said Mark Woolsey, vice president and director of account service at Bridge, Cincinnati.


A full-service agency that also works on Web sites for other P&G brands, Bridge's contribution to Luvs.com included viral marketing, creative development, design and technical consultation. Bridge is P&G's interactive agency of record for Luvs.


"Ultimately what we did was work with the team of Luvs advertising, PR and package design agencies, and in conjunction with them to bring Luvs' equity in the Barney's promotion online," Woolsey said.


Bridge previously had designed SomebodyLuvsU.com, which hosted P&G's gift certificate program. The site no longer exists.


A 3-year-old agency with $30 million in billings last year, Bridge's interactive work for P&G includes sites such as Crisco.com, tryFit.com, Downy.com, DentalCare.com, and the ongoing redesign of the pg.com corporate site.


P&G, Cincinnati, operates in more than 70 global markets, employs more than 110,000 people and boasts 300-plus brands.


Other Bridge clients include Mpower Communications, Copernus, Audit Bureau of Circulations' AuditCentral.com, LensCrafters, Lexis-Nexis and Thomson/RCA. The Luvs.com revamp is its most recent effort.


To participate in the Luvs Barney Rewards Program, consumers have to buy Luvs products and selected Barney videos to earn loyalty points. These points are located on the universal product code of each Luvs and Barney item and can be redeemed for Hasbro Interactive's eSpecially My Barney and Love & Lullabies Barney toys.


In the new version of Luvs.com, mothers can start or join a team at the diaper brand's site to jointly earn group rewards for day care, preschool, community centers or other groups in the vicinity.


In another viral marketing effort, Bridge has created the E-Mail to Win sweepstakes. Mothers can earn up to 10 entries merely for informing others by e-mail about the program. Prizes include a family trip to Universal Studios in Orlando, FL, and a chance to meet Barney.


"The overarching goal with reference to Luvs and the Internet is to use the site for this promotion to drive traffic to the store and to the Net," Woolsey said.
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