Maybe the most interesting part of this new Johnson & Johnson online stress consultation (plus fragrance) subscription service is how they’re launching it:
Upliv will be introduced with a 30-minute infomercial, intended to begin later this month in Boston, Chicago, Los Angeles, Dallas and Atlanta. The infomercial, by Cesari Direct of Seattle, features the actress Angie Harmon, Upliv’s spokeswoman, as well as scientists, a fragrance specialist and several women who participated in a trial run of the program.
I’m super curious a) how a paid web service from a packaged goods company will work out and b) how the promotion strategy will play. I’ve often wondered if you could use infomercials to drive serious web traffic for little money and I guess J&J will find out. Will probably just be worth whatever they spent on the site to learn that.