Procter & Gamble tries out social media

Procter & Gamble's Dawn brand is trying out social media to drive awareness of wildlife conservation and cultivate an online community of followers.

The dish care brand has been linked to wildlife rescue and animal rehabilitation care throughout its 36-year history, but, in a first for the brand, Dawn is actually running limited edition store packaging that asks consumers to help by purchasing a bottle of Dawn.

The special edition Dawn bottles are easily denoted by visuals featuring a duck, seal or penguin. For every bottle purchased, P&G will donate $1, or a total of up to $500,000, to the Marine Mammal Center and the International Bird Rescue Research Center. A 13.5-oz. bottle sells for $3.25 and consumers must activate their donation online at Dawnsaveswildlife.com by entering a special batch code located on the bottle.

Though the programme runs through October, P&G is betting on the online component to drive continual awareness for the brand. Dawnsaveswildlife.com links to a Facebook page, dubbed ''Everyday Wildlife Champions." The page urges consumers to ''Start your wildlife mission here. Get involved, become an Everyday Wildlife.

Though the programme runs through October, P&G is betting on the online component to drive continual awareness for the brand. Dawnsaveswildlife.com links to a Facebook page, dubbed ''Everyday Wildlife Champions." The page urges consumers to ''Start your wildlife mission here. Get involved, become an Everyday Wildlife Champion! See how your actions-big and small-can help save, preserve and promote the appreciation of wildlife.'' The Dawn logo appears below the fold. Kaplan Thaler is the lead ad agency.

Dawn is looking to position its microsite as ''the authoritative Facebook page for environmental cause, support and discussion forum.