Procter & Gamble has been running a promotional interactive program of its Cheer detergent from August 15. Today is the last day of the ‘Dig It. Get It’ program that offers users to watch a music video featuring indie band Strange Talk and its song ‘Climbing Walls’. People can click on items that appeared within the video with a colorful, clickable outline and win them.
Photo: www.facebook.com/Cheer
Various colorful box-like hotspots appear around specific items that are to be taken each day during the two-week giveaway period. After clicking on the box, users are linked to the Cheer’s Facebook page where they can choose the size and color of the item they want, before completing a registration page.
The Cheer is positioned as a detergent that ‘dig color’, which means it helps to save vibrant colors of clothes after laundry. The Strange Talk band was chosen to present the campaign because «they are full of color, inside and out, and embody the personality of Cheer,” said the P&G’s spokesperson. The video now has more than 347,000 views. The interactive video was created using Google Annotations technology.
Consumers can dig on and potentially win one item per day. Prizes included Cheer samples; colorful clothing; hats and bags; and even valuable 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.
Cheer’s Facebook page also suggests consumers to post colorful pictures of themselves for a chance to win a trip to the South by Southwest festival in Austin.
The program kicked off with a two-week teaser phase on August 1. The teasers ran in custom units across music sites. Social media including blogs were involved to create buzz around the upcoming giveaway. Now Cheer has more than 50,000 Facebook fans and it’s claimed that the number of ‘likes’ has grown since the beginning of the campaign significantly.
Cheer is not being sold on Facebook yet, but in June P&G launched six new Facebook stores for its Tide, Gillette, Olay, Gain, CoverGirl, Luvs and Febreze brands.