Head & Shoulders #Whiff Page Scores with MLB Fans
Back for a second season, Procter & Gamble’s well-known Head & Shoulders brand significantly upped the ante on its 2014 #Whiff program. Partnering with Major League Baseball and Reviving Baseball in Inner Cities (RBI), the brand once again vowed to donate $1 for every strikeout (whiff) during baseball’s regular season.
To kick the campaign up a notch, Head & Shoulders aimed to increase the number of teams that could win each month by awarding six additional MLB clubs, quadrupling the amount donated to their local RBI leagues from 2013. As part of the updated program, $40,000 was donated each month to the seven clubs with the most #Whiff tweets.
Both the teams and their fans were able to instantly check their club’s ranking for the month on a #Whiff page located on MLB.com. The page was solely dedicated to providing up-to-the-minute #Whiff tallies and daily video highlights from the night’s top pitching performances.
In an effort to continue turning heads (and shoulders), the brand secured a temporary lockdown of the @MLB Twitter account. During the regular baseball season, for a four-hour period, the account only allowed Head & Shoulders and #Whiff messaging to be shown on @MLB and the MLB.com homepage. An additional sweepstakes promotion generated nearly 20,000 new followers for the Head & Shoulders Twitter account within a five-day period, while the campaign as a whole earned 1.6 million #Whiff mentions.