Proctor & Gamble (PG), not one you think of to create fun, compelling viral marketing campaigns, has did just that with its hilarious depiction of the fictional effect of male menstrual cramps throughout the ages.
The campaign cost around $1 million dollars, and its online contact points are two 
websites that offer a mockumentary of male cramps and some video clips that lend a false credibility to the farce.
In reality the campaign is meant to promote P&G's ThermaCare, used for treating women with menstrual cramps. The campaign started in September and has been unfolded in stages.
What is great about it, is that the way it's put together, it takes a lot of the risk out of the mix. By making the campaign in a mockumentary style, they invite humorous interactions that help to spread the news. They've already received over 11 million consumer interactions with the campaign.
They definitely let go of control in a lot of ways and provide the material to have fun with. It's a good look at the way a great viral campaign can be run. I think that the mockumentary side of it is something that all online marketers should take a serious look at creating. Don't be turned off by the $1 million price tag, it can be produced with the regular equipment you use every day.
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