from adage.com, "P&G Gives Its Marketers a Crash Course in Social Media"
here’s the LINK . now go read it. i’ll wait….i’m not going to summarize this one for you, so you’re going to have to read it your own damn self.
now that you’ve read it, here i go: i love this campaign. i love it because it’s able to demonstrate a lot to digital media and brand managers that there are more than one way to skin a cat. since the myspace and even friendster.com’s of the world came around with their billions of people served, i’ve always been hounded with questions on how to use social media (and before that, it was how to make campaigns “buzzworthy”, “viral” and “grass roots”). ideas were brainstormed, trimmed and presented, but immediately shot down because there were seen as risky (“what if that joe six-pack doesn’t like the idea?”), or the absolute payout wasn’t an exact profit calculation.
what this tide example gives to the digital community is the opportunity to see how making a little investment and reaching out to the right people (digital ad agencies) to gain some bigger learnings. also, it gave digital ad shops to flex a little brain muscle in front of a sexy client. they were able to show off their resourcefulness, ingenuity and street cred, all for the sake of charity (at least as a final result, but maybe not entirely as the main objective).
big kudos to the tide team for creating the even and sharing some of the results with the rest of the community.
