Proctor and Gamble Adds 'Bounce' to Storytelling
Proctor and Gamble has come up with a new twist on storytelling for their line of fresh scented dryer sheets. Bounce sheets come in a variety of colours, and help freshen your clothes and reduce static in the dryer.
Turns out that Bounce can be used for more than just laundry. In a new television, interactive and print campaign, consumers are invited to share their stories about the product by submitting them to the brand's website. The title is intriguing and begs for interaction by asking consumers: "Do you bounce beyond the dryer?" The copy contains the line: "Behind every good idea lies an even better story."
Stories must be based on true personal experiences, and other Bounce users are invited to rate the stories based on a "Clever Level." One lucky author will be chosen every week to win one month of free maid service.
The campaign is interesting and innovative on several levels:
1) It draws on the experiences and stories of people who actually use the product (adds credibility by making the campaign more believable and "real")
2) It combines print, interactive and television ads making the brand more memorable
3) There's a payoff for people who choose to share their stories prefaced by a "call to action"
4) People are engaged to participate in the "Bounce Community" through a storytelling component that draws on their competitive spirit (the stories are rated)
5) The final media ads (also involving intriguing stories) are also featured on the website should consumers wish to view them
6) It helps increase sales by introducing other uses for the product
This type of storytelling used in advertising is nothing new, but it's the way that Proctor and Gamble does it that draws the viewer into the experience of the brand. Who knew that one could get all that from a small, scented Bounce sheet!
What other brands encourage participation through storytelling? Are you surprised that more companies don't take advantage of this technique?
