Good, no, really great things are happening.

The contest, a four-hour event, was Web-cast in reality show genre. Their buzz online hit the top 10 trending topics on Twitter in the process. The experience exposed P&G marketing directors to digital media in a hands-on-way they may not have learned otherwise.

A few posts ago I asked you to imagine…… Today I learned about the following campaign which I am summarizing for my readers in anticipation that great ideas will start flowing.

Procter & Gamble Co. paired 40 digital media and agency executives with 100 of its North American marketing directors in a contest to sell Tide T-shirts for charity, “Digital Hack Night.” The notion that this would be a sort of baptism by immersion into how social media works would not be lost on the participants. It was a crash course. The participants themselves added “Hack” to the event title.tide-tee031209

140 media and marketing people leaned heavily on their social-media friends and followers, used big-name incentives and spent a total of about $4,000 on digital media to sell more than 2,000 T-shirts at $20 a pop for charity.

The contest, a four-hour event, was Web-cast in reality show style. Their buzz online hit the top 10 trending topics on Twitter in the process.

I love the idea. The team experience probably did more to expose P&G marketing directors to  digital media than had they learned by stumbling through on their own. It really takes a team.

Among the social media used was a YouTube video of the Global Marketing Officer offering an hour of his services advising a non-profit on cause-related marketing in exchange for a 100 shirt purchase. They blogged it, and spread the word via Twitter.  They used a few conventional tools such as digital coupons and blast emails to a lesser effect.

The effort raised about $50,000 directly for the charity Feeding America and another $50,000 in a match from the Tide brand.

Written By
More from Jayne Navarre

Taking Care of Business –Social Networking Style

If you are still questioning the effectiveness or the role of social...
Read More

1 Comment

  • Jayne:
    Thanks for sharing this story. I’m a big fan of looking outside the legal marketing arena into other marketing industries to glean fresh, creative ideas. This has so many fun facets -education, networking, branding, charitable, etc. This really is “great” stuff.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.