More Bang for the Marketing Buck

Lucky Wet International: The maker of lubricants, massage oils and other intimacy products has been able to tailor the same MySpace game to two different audiences. Through Nov. 15, a player can register at www.MySpace.com/StaysWetLonger and rifle daily through a couple's “Naughty Drawers,” winning one of 90 Wet Together Love Kits or, if both drawers contain a passport, a trip for two to a Jamaican beach resort. That game is aimed at straight women and their mates. If the player has already matched Y chromosomes with his partner in the instant-win game of Life — in other words, if he's gay — he'll enter through a different MySpace page, www.MySpace.com/WetPlatinumMan, and play the same match game for a different grand prize: travel for two to Gay Pride L.A. week in June 2009. That makes sense, given that Wet is, as the release specifies, the “personal lubricant to the stars.”