Using a website for open voting on the People's Choice awards not only fulfilled the brand promise of “people’s choice,” the medium made the brand more relevant to young entertainment enthusiasts who have a strong affinity with the Internet. The website also hosted voting for the brand-sponsored awards, building excitement as consumers voted on "Fan Favourites" for Best Hair presented by Pantene, Best Smile (Crest), and Best Look (Cover Girl).

For the first time in their 31-year history, the PCAs were truly a choice of the people. PCAvote.com had 37 million page views and visitors cast 21.8 million votes. The new voting mechanism proved effective; viewership among P&G's target audience of women aged 18-34 was up 8% over 2004's show.