Home  › Marketing › CPG
cheer-strangetalk-2

P&G's Cheer Finds Hit With Interactive Music Video

  |  August 30, 2011   |  Comments

Laundry soap's hotspotted video delivers color and clicks.

cheer-strangetalk-2Since August 15, Procter & Gamble's Cheer laundry soap has brought color to a typically dull product category with its interactive "Dig It. Get It." campaign.

The campaign's centerpiece is an interactive music video featuring indie band Strange Talk and its song "Climbing Walls." Since it launched two weeks ago, items have appeared within the video with a colorful, clickable outline. People who click on those hotspotted items can potentially win them. As of August 25, users have clicked on more than 13,000 prizes, according to the rep.

According to a P&G rep, various hotspots, in the form of a box, appear around specific items that are up for grabs each day during the two-week giveaway period. When they click on or inside the box, they are taken to the "Dig It. Get It." application on Cheer's Facebook page. There, they can choose the size and color of the item they want, if applicable, before completing a registration page.

Consumers can "dig," or click on and potentially win, one item per day. Prizes include Cheer samples; colorful clothing; accessories such as hats and bags; and musical prizes like a Fender guitar and iPods. According to Cheer's Facebook page, 19,061 prizes are available to be won with an approximate retail value of $0.40 to $550.

The video, which is found on Strange Talk's YouTube page, has 335,000 views. The rep says Cheer chose Strange Talk because "they are full of color, inside and out, and embody the personality of Cheer."

Cheer's Facebook page also encourages consumers to post colorful pictures of themselves for a chance to win a trip to the South by Southwest festival in Austin. So far, about 465 consumers have answered that call.

The program kicked off with a two-week teaser phase on August 1. The teasers ran in custom units across music sites. Cheer also engaged bloggers to create hype around the launch. All media drove consumers to an event page on Facebook where participants could RSVP "attending."

When the video launched on August 15, the campaign was again promoted through the same channels, but with a slightly different message and call to action to click through to the Strange Talk YouTube channel, the rep says.

Cheer has 50,000 Facebook fans. The Cheer rep says its fan base has grown since the beginning of the campaign, but did not specify numbers.

 

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...