Jumping the Shark

From the "hey, let's use the Intertubes" department:

"Dial Complete is launching an effort that centers on an online video contest, via YouTube, where contestants submit their most creative take on hand washing.

"The effort, dubbed 'Campaign for Clean Hands,' includes a contest (for those under 18) and Web site, Campaignforcleanhands.com -- both launching in September. The home page features games, puzzles, a hand washing chart and other interactive features used to promote the brand.

"As 2008 is an election year, Dial chose to incorporate the theme into its contest. The 'Campaign for Clean Hands' asks consumers to create a speech, song, jingle or rap touting the importance of clean hands."

C'mon. Really? A hand-washing rap posted on You Tube? This seems a bit contrived for my taste. Dial is trying too hard to be relevant.

Plus: "Dial is getting the word out through a combination of e-mail blasts, radio media tours, TV placements and merchandising vehicles at retailers. The contest, which coincides with National Clean Hand Week in September, runs for two months."

That seems like a lot of expenditures to promote a contest that centers around a viral video site.