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NEW YORK — Kimberly Clark is preparing to launch a new flu-tracker tool at MyAchoo.com.
The MyAchoo.com site utilizes Centers for Disease Control data to feed a proprietary forecasting model that will predict where illness will spike within the next three weeks, according to a report published Tuesday by Advertising Age. Preliminary tests suggest the tool is 90% accurate, Kimberly Clark told Ad Age.
"What we'll be able to show come late September is the top five to 10 cities predicted to be the hardest hit," Kleenex brand manager Anna Elledge explained to the publication. "Consumers will also be able to enter their zip codes at the site to get regional cold and flu forecasts."
The effort also includes a "Kleenex Checkpoints" traveling promotion that starts Sept. 25 in Chicago. After that, Kleenex will target publicity efforts in those areas that are about to be hard hit with illness in an effort to drive pantry loading trips.
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