"Push Through The Pain Game" incorporated innovative brand integration across all communication efforts. TV, print, radio and in-store displays drove consumers online. Online users voted for the castaway who best "pushed through the pain" with an incentive to win a trip to the Survivor finale and a grand prize trip to Pearl Islands. To drive repeat participation, consumers were directed to invite a friend (Make Alliances) or purchase Tylenol (Gain Immunity) and get additional entries.

Tylenol tapped into a culturally relevant property, created buzz and awareness; 75% of people exposed were aware and Tylenol linkage was strong. Registrations exceeded expectations 10x, and product sales directly tied to the game neared six-figures. "Push through the Pain" segment recall was significantly higher than reality genre norm, 84% vs. 44%, and Tylenol ads delivered above average performance when following the segment, 18% higher for brand recall and 22% higher for likeability.