Scope catches Ryan Seacrest on Kiss Cam
'American Idol' host partners for New Year's Eve promotionNEW YORK -- Procter & Gamble has tapped Ryan Seacrest in a New Year's Eve promotion for its Scope brand.
The packaged-goods giant is making a donation to Operation Smile for every couple caught kissing on the Scope "Kiss Cam" on New Year's Eve. The charity, supported by celebrities including Jessica Simpson, Billy Bush and Mario Lopez, raises money to treat childhood deformities like cleft lip.
The "American Idol" host partnered with P&G on a similar promotion for Scope last year, which ran during the "Dick Clark's New Year's Rockin' Eve" countdown on ABC. Based on the success of last year's Kiss Cam, P&G decided to revive the promotion this year, P&G rep Laura Brinker said.
P&G has begun advertising the promotion via radio ads on Seacrest's nationally syndicated radio show, "On-Air With Ryan Seacrest." The radio ads run through Dec. 31. Online ads went live Wednesday on RyanSeacrest.com and will continue through Jan. 4.
As part of its New Year's promotion with Seacrest, P&G is also launching an in-store program, called "See a Difference, Make a Difference," to support children with cleft lip. P&G is donating money to Operation Smile on behalf of purchases made on its Scope, Crest and Oral-B products.
Torri Leeds, senior vp at DeVries, a New York public relations firm that worked with P&G on the launch, said linking Scope with a classic New Year's Eve tradition -- the kiss -- made sense, given that it's a mouthwash brand. "It's all about fresh breath and the idea of getting close (to someone)," Leeds said.