Kicking off a multi-year partnership as official laundry products sponsor of Little League Baseball and Softball, Sun Products’ All detergent and Snuggle fabric softener brands activated a game experience and special promotions at this year’s Little League World Series held in Williamsport, PA, Aug. 15 to 25.
Located in the Family Fun Zone within the stadium complex, the footprint included turf grass, white cabinets, a live television feed of the field action, a dugout bench and, of course, the iconic Snuggle bear mascot. Consumers lined up for backyard-style games including the main attraction Strike Out Stains, where participants tossed balled up socks into an open washing machine for the chance to win prizes like stickers, coolers, stuffed animal Snuggles and pins—a big tradition in the league. For two hours each day, the brand raised money for Little League’s Challenger Division, a program for mentally or physically challenged athletes, by donating $5 for every sock tossed-in in 30 seconds. To drive social media impressions, the brand released 100 coupons on the All Facebook page for every home run hit, and consumers were awarded prizes for posting with hashtag #SOSLaundry.
The “freshest” promotion, so to speak, came in the form of laundry service for parents staying in participating hotels during the series. Consumers at the fan zone could register for the chance to be one of 50 people selected each day to have their clothes laundered overnight. Those who won (by email notification) placed laundry in a white branded bag received at registration and then picked up a tag at the hotel front desk. On the tag consumers marked treatment options such as water temperature and product choice. As an added touch, through the SOSLaundry hotline consumers could contact a lead laundry expert directly by phone or email to ask laundry-related questions. Brand ambassadors traveling in an electric vehicle and trailer picked up the bags and later dropped them back off in blue nylon totes with tags affixed. Afterward, consumers received an emailed satisfaction survey.
“Little League is such a huge organization and our booth allowed us to interact with what we’re estimating to be 75,000 people,” Marissa Mignone, associate brand manager at Sun Products, told Buzz. “It was really about letting this market see the All and Snuggle products in action and for everyone to walk away from the booth with a great experience.” Agency: Inspira Marketing Group, Norwalk, CT.