In the UK, P&G has created an interesting site for their Tampax brand which allows consumers to create their own ringtones. Anyone can create a ringtone, but you need to enter a Unique Packaging Code found on Tampax packs to send the ringtone to your phone.
Embracing the Consumer Generated Content trend, Tampax is showcasing the best entries as voted by other consumers. Winners receive a Motorola phone.
I think’s it’s a clever site which will certainly appeal to the younger demographic. It’s another example of creating a destination site that ties in nicely with the product, creates an ongoing value for the consumer, and creates a foundation for word of mouth marketing.