Procter & Gamble (P&G) is a 170-year-old consumer goods company that serves 4.4 billion people worldwide. P&G proposes an integrated marketing campaign called "Mr. P&G" targeting male Gillette users. The campaign would use social media and a mobile app to increase customer involvement and promote P&G's values. Contests on Twitter, YouTube and Facebook would help drive engagement for Father's Day. Success would be measured by increased social media activity and app downloads. The proposed budget is $2 million.