Unilever Airs Laundry in NYC
Unilever is airing its clean laundry in Manhattan to pitch a detergent intended for space-starved New Yorkers. The All Small & Mighty Clothes Bus is covered in all the shirts, shorts and socks that can be washed with one bottle of the super-concentrated variety of All detergent.
New Yorkers who spot the bus as it roams Manhattan through May 26 can enter to win a grand-prize $5,000 shopping spree (via American Express gift card). Second-tier winners may get a $200 gift card from the his or her choice of local retailers such as Scoop, Bloomingdale’s, Banana Republic or H&M. One gift card is awarded daily during the 12-day campaign, which launched May 15.
Consumers who spot the 40-foot bus on the street (or at one of its scheduled stops, posted at Spotthebus.com) enter the sweeps by texting or e-mailing the location of the bus. Players get one entry each time they text a new location. It’s an innovative twist on classic watch-and-win promotions. Consumers who visit the bus get a $2 coupon for All Small & Mighty, five varieties of which are on shelves nationally.
Nighttime video projections support the street tour and sweeps. Alcone Marketing Group, Darien, CT, handles the campaign for Greenwich, CT-based Unilever with an assist from Hipcricket, Essex, CT, to execute the sweeps. Weber Shandwick, New York, handles p.r. Bartle Bogle Hegarty, New York, handles ads; Free Car Media, Los Angeles, helped outfit the bus.
