Oct 9, 2008 6:03 AM, PROMO Xtra, By Amy Johannes
Duracell, Maggie Gyllenhaal Launch Holiday Ambassador Search
Procter & Gamble’s Duracell brand is once again on the hunt for five ambassadors to deliver holiday gifts to patients in children’s hospitals this year, and has partnered with actress Maggie Gyllenhaal to do just that.
Duracell has launched a nationwide casting call. Parents submit photos of their children ages six to 15 that show them excitedly opening or “powering up” a present for the first time. Submissions, which will be accepted through Nov. 3, must also include a short story describing the best gift their child ever received and why it made them smile.
Two of the five ambassadors will be selected through in-person casting calls in Dallas and Philadelphia, and three others will be selected through the online casting call, the company said. Each will fly to New York City to meet Gyllenhaal in December, receive a $500 shopping spree and Duracell batteries to power their holiday toys. As Holiday Ambassadors, winners will return to their hometown with donated toys by Duracell and batteries to deliver to local children’s hospitals for the holidays.
This is the second year of the program. Last year, Duracell partnered with actress Abigail Breslin for the promotion, generating 300 ambassador entries, P&G spokesman Kurt Iverson, said.
The second phase of the campaign kicks off around December under which visitors can upload pictures of their kids smiling on the site. For each photo uploaded, Duracell will donate $1 to children’s hospitals. Last year, people uploaded 4,000 photos and Duracell reported some 90,000 unique visitors to the Web site, Iverson said.
TV spots, on pack materials and in-store displays support the promotion. Paine PR handles PR efforts for Duracell.
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