Tide 50th
Tide 50th Anniversary Interactive Marketing Event
Event Design, Project Management
Challenge:
Burson-Marstellar engaged LTD Productions on behalf of their client Proctor and Gamble to produce an interactive media event to promote their Tide detergent brand on the 50th anniversary of the product's launch. While there was an interactive component to the project, the primary objective was to attract media coverage with compelling visuals and stories. They had already chosen the venue: Wolmann Skating Rink in Central Park, NYC.
Response:
I created an obstacle course with various stations that would leave stains that children would typically make on their clothes: ketchup, peanut butter and jelly, chocolate, etc. Each obstacle was designed to also entertain the participants, providing the opportunity for interesting video. The course was set up at our shop in Farmington, CT for a test run to demonstrate for the client prior to moving to NY.
Outcome:
Client testimonial
The client was delighted with the response. Nine stations sent crews and reporters including CNN (clip below), CNBC, FOX and local stations from as far as Los Angeles picked up the tape for broadcast.
