Tide Mile of Clean Style
Agency: Gigunda Group, Inc.
Client: Tide, a Procter & Gamble Brand
Tide was looking to create a memorable event that would reach a wide audience and leave a strong impression in support of its latest marketing campaign, “Style is an Option. Clean is not”. The agency chose Miami during Super Bowl XLIV. In addition, they wanted to use their event to do some good, raising funds to benefit Haitian earthquake victims and help clothe local homeless families in need.
To make the most impact against the 200 million people who descended upon the city during the Super Bowl as well as the residents in the area, Tide created a clothesline a half-mile long full of clean, donated clothing. At a pop-up Tide Studio tent, visitors could interact with Tide’s stain removing products through a kiosk, learn the science behind Tide’s formula, create their own t-shirt, and download a free iPhone “Stain Brain” trivia app which allowed visitors to test their knowledge of stain solutions and contribute their own home stain remedies.
Other components included the Everyday Runway where visitors could show off their own style while listening to a DJ and talking with a fashion consultant, tour the Loads of Hope Mobile Laundromat and purchase a vintage Tide t-shirt. Visitors waited in lines as much as an hour to participate in promotions, giveaways and free activities.
In just three days, more than 150,000 people visited; 82,105 samples were distributed; more than 1,500 t-shirts were sold; and more than 66 million media impressions were made.