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

Since 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.