|Challenge: How to create awareness and increase the use of cotton fabric products among college students.
If a campaign promoting cotton fabric and clothing is going to build excitement and attract the attention of college students, it better be fun. What this company needed was an inventive way to generate new business with the creative use of promotional products.
Solution: A “Cotton Dirty Laundry Tour” was implemented and enhanced by the use of promotional products.
The tour started with nine college campuses in the United States. The primary promotional item, a full-size cotton promotional laundry bag, was given to every student who attended the event. Several game and contest type attractions during each event attracted crowds and generated participation. Students couldn’t resist playing games such as “Wheel of Cotton” or “Pop A Shot” (shooting basketballs into an open washing machine). Additional promotional items – denim picture frames, denim printed notebooks, cotton baseball t-shirts and bandanas – just to name a few, were distributed at the event. Cotton Care facts, printed on the laundry bags, reflected literary references such as “Seize The Laundry Day” and “Weathering Brights.” This was an ambitious, multi-tiered campaign that required tremendous expertise in terms of coordination and planning. Promoting and staging a live event (nine live events) is not for the faint of heart, but the campaign was an overwhelming success.
Result: The campaign is successful, generating website hits and expanding the tour.
Student participation and reaction to the events was overwhelmingly positive with a dramatic spike in website hits following the tour. The company decided to repeat the campaign, increasing the tour from nine campuses to 14 the following year.
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