Major marketers take note, as advertising bellwether Procter & Gamble unveils two social networking sites: one devoted to women and another devoted to making the People’s Choice Awards an everyday event. The packaged goods giant insists that actual advertising on the women’s issues site— Capessa (Latin for “striving to reach a place”)—will be fairly light. The main focus of Capessa, which is the product of a partnership with Yahoo and digital brand builder ZiZo Group, is to mine female consumers’ habits and interests in connection with health and career concerns. P&G already has established online sites such as Home Made Simple and also has product promotions through various MySpace pages that revolve around some P&G brands. As for its People’s Choice Awards site, instead of just focusing on the actual awards show as a once-a-year event, the site will encourage fans to discuss entertainment picks in a year-round forum beginning Wednesday, the day after this year’s show. Capessa release. People’s Choice release..
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