Notes from the media landscape: Swiffer soliciting CGC
P&G's Swiffer brand has launched a contest inviting consumers to post videos on YouTube featuring themselves 'breaking up' with outmoded cleaning techniques.
Down South, Procter & Gamble’s Swiffer brand is partnering with Warner Music Group in an online contest that’s an extension of the brand’s current TV spots spoofing romantic break-ups.
In what promises to be a CGC bonanza, consumers are being invited to post videos of themselves on YouTube illustrating how they’ve abandoned previous cleaning methods and embraced Swiffer Dusters, Swiffer Wet Jet mops, Swiffer Sweepers or Swiffer Sweeper Vacs – with one of 15 Warner ‘break-up’ songs accompanying their efforts.
The contest runs until Jan. 30, after which a team of cleaning advisors and music professionals will pick the best 10 videos for posting on YouTube, where site visitors can vote for the winner between Feb. 4-19. The winning picks will be revealed on Feb. 20, with one grand-prize winner scoring $15,000, five runners-up each receiving $1,000 and the remainder getting Swiffer products and music downloads.
As an incentive to enter the contest, people can download 10 break-up songs from a microsite at www.Swiffer.com free of charge. As well, P&G is giving a free break-up song download to the first 1,000 entrants through Feb. 20 at www.amplified.com/swifferbreakup-weeklysong.
Swiffer products are already starring in more than 600 consumer-generated postings on YouTube, says P&G spokesman Glenn Williams, who adds, ‘This program will be a great way to keep Swiffer culturally relevant while providing a fun way for consumers to interact with the brand.’