In 2013, Tide scored a huge win with our “Miracle Stain” Super Bowl program. The spot was voted #2 on the USA Today Ad Meter and our reactive “blackout” tweet generated millions of earned impressions. In 2014, we set out to develop a Super Bowl idea that could garner the same amount of buzz and impressions, without actually having to spend the $4MM to run a spot during the game.

An interesting thing about Super Bowl advertisers: most of their products create stains. Stains that Tide was designed to get out. Another thing: the commercials that these marketers develop are just as anticipated as the game itself. So we hatched an idea that allowed us to respond in real time to each of the Super Bowl ads with a message about how no matter what mess might have been created in the ad, Tide will clean it up.

By utilizing a spin on existing technology we were able to solve a new issue that is pervasive amongst large television viewing events.Through our approach we have not only provided consumers with engaging content,but gave them an additional location and community to discuss what they had recently viewed on TV.This technology, which has previously not been used in a media platform this significant, launched the new brand message and campaign,“Tide Gets It Out”. Once everything was prepped,the game began and we released our first Vine with moments to spare.

This project was launched with the intention to convey a message to consumers that Tide is able to remove stains and the toughest stains at that.After releasing the 18 Vines on February 2nd, Tide received 13.2 million @Tide impressions, 1,388 more followers and coverage by traditional media outlets, which ultimately help Tide garner 151,395,783 impression.The agility of this campaign has redefined the meaning of real-time marketing and reactionary content for the entire industry.The ‘Tide Gets It Out’ campaign will certainly have Advertisers question,what was once the status quo of pre-seeding Super Bowl creative.