Kleenex Taps Olympics Sponsorship for Games
Kleenex is airing its first-ever Olympics-themed TV spot, part of a multi-pronged campaign that includes an instant-win game and a separate online contest.
The first sweeps, The Kleenex U.S. Olympic Gold Game, is flagged on 32 million packages of Kleenex tissues, Scott towels and toilet paper, Cottonelle toilet paper and Viva towels. Players enter an on-pack code online at USgoldgame.com to trigger an instant-win message. Prizes include Kodak EasyShare camera and printer, EasyShare Gallery Photo Books and stickers for the online photo-sharing service.
The sweeps runs through March 5. Pleasant Ridge, MI-based ePrize handles for Neenah, WI-based Kimberly Clark Corp.
Meanwhile, the Kleenex Moments No.1 Fan for Life contest at Kleenexmoments.com asks consumers to enter a 200-word essay describing their nominee as their No. 1 Fan for Life. Kimberly Clark chooses 10 finalists each week, who are posted on the site; consumers then vote for their favorite entry. Each week, the top vote-getter, the Gold Medal Winner, gets two Kodak cameras (one for the winner, one for the No. 1 fan). Three Silver winners get a Kodak EasyShare Gallery Photo Book; six Bronze winners get two Kodak Plus digital single-use cameras (one for the winner, one for the nominee).
A sweepstakes overlay gives consumers one entry each time they vote; the sweeps will award four Panasonic Video Camcorders throughout the campaign.
The contest runs Jan. 10 through March 27 via ePrize.
At the same time, Kleenex will host interviews with three Olympic athletes and their moms, to appear on NBC’s dedicated site NBColympics.com with photos and daily diaries from the athletes: bobsledder Vonetta Flowers, speed skater Elli Ochowicz and hockey player Kelly Stephens. The content ties into Kimberly Clark’s “Kleenex Moments” marketing theme.
“The 2006 Olympic Winter Games provides the Kleenex brand a great global venue to emotionally connect with our consumers,” said Kleenex marketing director Gary Keider in a statement.
The TV spot shows a hockey player shooting against an unidentified goalie— turns out to be his mom.
This is Kleenex’s third stint as an Olympics sponsor, beginning with the 2002 Winter Games in Salt Lake City and the 2004 Summer Games in Athens. J. Walter Thompson, New York, handles.
