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Tide to Go: Microsite and Consumer Generated Media

 

Posted on March 20, 2008
David Do Van Minh

 

During the Super Bowl Procter and Gamble aired a 30 second advertisement for its instant stain remover Tide to Go. It would have been easy for the brand to leave it at that – let’s not forget that the event gathers an audience of more than 100 million viewers and is a must for brands if they want to boost their notoriety!

According to The USA Today Ad meter the “Tide to go” advertisement ranked 10th out of the 63 TV spots (in front of the E-Trade commercials and Pepsi’s Justin Timberlake).


But for Procter and Gamble this was not enough, so they decided to launch an online campaign that provides a humorous look at the consequences of embarrassing stains. On the microsite web users were given certain tools to create their own my talking stain TV ads. The only condition was that they had to use the baseline “Silence the stain instantly”. Web users can now vote on the best video out of the 10 chosen finalists on YouTube. The consumer-generated spot that wins will broadcast on American television this year.

Here is an example:


On the microsite you can also personalize the talking stain by uploading a photo of yourself and making it talk in your own voice!

This campaign had excellent results: more than 5,500 personalized spots were created and the winning spot has been viewed more than 100 000 times on YouTube. The microsite itself managed to attract more than 40 000 visitors in only a few days.


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