Wednesday, December 5, 2007

Mr. Clean Makes A Video Splash

Here’s another contest to think about. Procter and Gamble’s Mr. Clean has a line extension of Magic Erasers. I’ve tried them and they really do work—to the extent that I’ve recommended them to friends. The warnings suggests they are full of some pretty strong stuff, but that’s another (important) subject.

The contest is similar to others featured in this blog. Create a video for the Magic Eraser line. The contest is now closed and the winner is to be announced on December 8. You can choose your preferred video if you like; they are all posted. It will take you awhile because the contest drew 96 official entries. There were a lot of daily prizes (Magic Erasers, I think) that kept the interest level high.
It also spawned some that can best be described as disgusting (I found 90+ videos on YouTube, many of which don't appear to be contest entries) and another that was too late to qualify but funny.

If my new media model is on track, these people are brand evangelists, most of them with a positive message. Does this kind of activity create a bond with the brand—a feeling of ownership, even? I think it might.

At the very least a lot of people have Magic Eraser samples. And Procter and Gamble has a lot of consumer insight for relatively little expenditure!
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