Call it American Idol fever. Cheer, the laundry detergent brand sold by Procter & Gamble, today launched an online talent search to find the "next bright star" to appear on the CBS soap opera As the World Turns (which is wrapping up for good in September). Through March 2, consumers can log on to BrightenBay.com "to see if they have what it takes to be a bright spot in a dingy world." For a shot at the walk-on role, you must upload an acting audition clip. The campaign is part of Cheer's Brighten Bay soap campaign, which launched in November. P&G is supporting the launch with webisodes set in Brighten Bay, soap-opera trivia and games and activities on its Brighten Bay Facebook and YouTube pages. Says Cheer associate marketing director Alberto Huerta: "Brighten Bay's Idol sweepstakes is a fun, feel-good contest which allows us to engage with our audience in a meaningful way, and it also allows them to further connect with each other." Thank goodness Simon Cowell is not the judge.
—Posted by Elaine Wong