Last fall, the Cheer brand debuted an online soap opera "Brighten Bay" to play up the brightening benefits of the laundry detergent. Yesterday, it launched an online talent search asking consumers to audition for a chance to win a walk-on-role on the CBS soap series, "As the World Turns," which is ending its longtime run in September.
The Brighten Bay Idol sweepstakes invites people to log on to upload their own 'Idol' acting audition video clips through March 2. A public vote begins March 10.
The winner will join the cast for a scene during to air in August and receive a trip to New York City and the opportunity to have professional photos taken of them to help build their portfolio, as well as participate in an exclusive, behind-the scenes tour of the As The World Turns set. The tour will be captured on film with photos and video being posted on BrightenBay.com and the Brighten Bay and As the World Turns Facebook fan pages.
"Brighten Bay" is the quintessential soap community set in, where else, Brighten Bay. Its cast of characters includes real-life soap star Cameron Mathison of ABC’s "All My Children" who plays Dr. Dan, a dashing doctor whose white medical coat sparkles like a Swarovski diamond. Ongoing dramas between neighbors play out in the storylines and webisodes.
The soap is supported by soap opera trivia, and other games and activities featured on the Brighten Bay Facebook fan page and the Brighten Bay YouTube channel.
P&G is the maker of Cheer. Procter & Gamble Productions has been the owner and producer of “As The World Turns” since its inception in 1956. Many of its brands still advertise on the show.