If you’re Tide, how can you make a big splash at the London Olympic Games in a way that’s brand appropriate? Celebrate the patriot in all of us in a very personal way. Talk about the fact that Tide is the keeper of America’s colors, the only brand trusted to launder the Olympic athletes’ uniforms. Then ask people to tell their unique American story of what those colors—the Red, White, and Blue—mean to them.
That was the idea behind the “My Story Our Flag” social-driven program. Full disclosure: I didn’t come up with this idea. I was the ACD on the team. My job was to pull this audacious idea out of the trash bin, breathe life into it and sell the hell out of it—internally, to our clients and agency partners.
The centerpiece of the Tide Olympics program was a Facebook app that let people add and share their story which was tagged on a piece of the digital flag alongside the stories of their friends, family and Olympic athletes.
But the program wasn’t limited to the online world. In addition to living on Facebook, YouTube, Twitter, Tide.com, through iMedia and so on, the idea also existed in the real world. An actual, humongous flag measuring 117 feet x 52 feet was stitched together, with fabric swatches tagged with the online stories and displayed at a 4th of July event at Bryant Park in New York City, complete with Katherine McPhee singing a heartfelt rendition of the national anthem.