Kimberly-Clark is partnering up again this year with ABC's "The View" with a promotion designed to help consumers maintain a healthy and happy home. The Kimberly-Clark Room-A-Day Giveaway Sweepstakes officially gets underway today which will award 16 lucky winners $25,000 each for a room makeover. National parenting expert and Club Mom blogger, Stacy DeBroff, on behalf of Kimberly-Clark, will help launch the program on "The View' starting Jan. 15th.
This is truly a 360 campaign in which Kimberly-Clark is bringing back its dancing packages and integrating them into content appearing on "The View", at retail, in TV, radio and print advertising, in all PR materials and online. Plus they're really engaging audiences with an interactive promotional component that features a dynamic new website along with cutting edge digital technology that's enabled the first sweepstakes enabled widget.
(Please Note: I originally had the widget embedded right here in this post, but moved it to this new page instead. The reason being is that the widget automatically plays and the audio would come on immediately each time you visit my blog.)
Anyhow, I think this widget is amazing. Not only does it offers the user the interactive fun of being able to choose both a specific dance along with where the packages dance (I like the Abby Road location), but it also represents the very first time a widget has built-in functionality allowing viewers to directly enter a sweepstakes. This is truly innovative and a application that should help take sweepstakes to the next level (Sweeps 3.0?)
Now once the user is registered it remembers their name and lets them know how much time is left till they can enter the sweepstakes again with a digital clock countdown (they have to be logged-in). Users can enter the sweepstakes once a day until March 7th for a chance to win 1 of the 16 $25,000 room makeover prizes, so this is a very convenient way for them to do this.
You'll notice also that the widget complies with all the promotional marketing rules and regulations and includes a copy of the official rules as well as FAQ's, their privacy policy and terms and conditions. It has a viral marketing component in which it lets the user send it to a friend and also to post it to a variety of social media platforms. They've made it as easy as possible by including a menu of 20 different choices, some that I've never even heard of!
TracyLocke is the agency that worked with Kimberly-Clark to conceive and develop this campaign . Joanna Peña-Bickley, Vice President, Interactive at TracyLocke has been writing about the campaign on her blog, in which she says "Through the use of a distributed media approach our Dancing Packages can appear on any HTML page that our core audience wants to post it to. Designed to create buzz and generate sweepstakes entries, the Dancing Package widget facilitates portable content targeted to hard-to-reach Millennials and other social networkers."
Besides the widget, consumers can enter the sweepstakes directly online and through traditional tear-pads found at retail. Then they can watch "The View" were the winners will be announced. The first winner is scheduled for Jan. 28th. Check out Joanna's blog to see a clip of The View's Sherri Shepherd being chased by Dancing Packages in Central Park.
So try out the widget and let me know what you think. Joanna would love the feedback. Now I can't wait to create a widget like this for a sweepstakes.
The widgets are small interesting interactive software. It's nice to see that now we can directly enter sweeptakes with these widgets. Looking forward to try this widget and win some Amazing Prizes.
Posted by: Harris | January 14, 2008 at 06:04 AM
Ummm... great idea but... not to my liking. I would not put this on any of my blogs. Dancing paper products??? I expect it's just me but... eeewww!
I think I'll post on the Lipsticking blog and see what kind of reaction I get. Kewl, Donna. Thanks for the intro to this. Again, fab idea!
Posted by: Yvonne DiVita | January 15, 2008 at 10:33 AM