Kimberly-Clark Corp. has created an online campaign for Kleenex – Pick Your Own Mom. The campaign is clearly aimed at going viral by intriguing users to share the site with friends and family.
GetMommed.com allows visitors can choose from among eight moms either directly or via Facebook-style quizzes. Television commercials also encourage viewers to visit the site.
In my own unofficial survey the idea seems to work. I mentioned something out loud about this at work – didn’t even share the link – and within five minutes three separate co-workers were online choosing their own moms.
Take a look – just to see what mom appeals to you – or to see a great concept in leveraging online tools to create buzz for a product.
The campaign has already resulted in more than 20,000 registrations for the brand’s relationship program.
The web makes television look like a slow media. And, is is even less of a medium of words. Yet, online communication provides a true opportunity to engage. The new holy grail for communicators is to leverage this opportunity.
Some great examples I have seen:
Guiding Eyes for the Blind, new website integrates information for donors, puppy raisers and others interested in this organization.
Balance Interactive, new website for my company that highlights what we do and results we have achieved for clients.
I have been on the lookout for social media role models, and so far two organizations have made it to my short list.
Kodak
Kodak’s social media approach is lots of education, followed by a sensible list of rules. The social media policy (PDF) is a great primer on the value of social media and how to use it. The company focuses on being transparent, and sets simple boundaries for employees to follow.
US Army
I am looking for more role models to share. Let me know your favorites.
