The task? Whip up awareness of Mrs. Meyer’s Clean Day with a sparkling-clean new online user-generated-content promotion idea, working through XM agency Onboard Experiential.
TRG created, developed and administrated the “Get Messy!” contest, where consumers were asked to enter via Twitter, Facebook or email, and to and to upload a picture of their biggest household cleanup challenge to our promotional microsite.
Site visitors could vote for the “best mess” to determine a Grand Prize winner in each of three phases over the eight-week program:
- An Arts & Crafts “creativity station” with an in-home wall installation, a full stock of supplies and a deluxe arts and crafts party for the winner and up to 30 guests
- A Kitchen package with a new refrigerator, dishwasher, microwave and rangetop oven, along with a deluxe party for up to 30 guests
- A Garden package awarded a custom greenhouse, garden boxes and sustainable watering system, plus planting of the first year’s crop
A “Get Messy Activity Book” was distributed via our microsite, too.
The program drew over 66,000 visitors, with 9,373 participants.
791 people took the time to shoot and upload their “Get Messy!” photos — a solid number for a UGC program of this type — and 13,195 votes were cast to determine winners.