Mar­ket­ingRx roundup: GSK in­vites al­ler­gy suf­fer­ers to cre­ate cus­tom mon­sters; Merz kicks off soc­cer spon­sor­ship

The GSK cam­paign for al­ler­gy nasal spray Flonase stars a va­ri­ety of lawn mon­sters and pol­li­na­tor pains. Now the phar­ma is en­cour­ag­ing al­ler­gy suf­fer­ers on so­cial me­dia to build their own make-be­lieve al­ler­gy mon­sters.

The “Face Your Mon­ster” dig­i­tal ef­fort en­cour­ages peo­ple to in­put their al­ler­gens and symp­toms on­line or mo­bile phone to cre­ate a per­son­al­ized ver­sion of their sea­son­al mis­ery – and then share a mi­ni-video of it in ac­tion on so­cial me­dia.

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