It all started on Facebook, and ended in Granby, CO, at the C Lazy U ranch from Aug. 26 to 28, where Dial for Men created Camp Dirt, a weekend of fun and filth designed to exemplify the brand’s mission inviting men to “Get your dirt on. We’ll get it off.” The social media-driven sweepstakes invited men to enter on the brand’s page for a chance to compete for a $10,000 prize for the dirtiest camper. The brand randomly selected 10 winners (one of whom was a woman—no bias here), each of whom brought a buddy or a brother (or a husband) to the ranch to get dirty.
The brand flew in the competitors from all over the country. Teams came from Chicago, North Florida, Reno, Texas and Washington, D.C., just to name a few. They arrived in Denver on Friday night and Dial brought them by van across the Rocky Mountains to the ranch for the opening night’s party-style festivities. On Saturday morning, bright and early, Camp Dirt kicked off with the first event: the Swamp Bowl. A half-size football pitch made for the muddy field of play and the players got in to get dirty. After that, they moved on to Bulldozer Drag racing and Digging with Dynamite to round out day one, with plenty of opportunity for great food, drink and cleaning up between events, thanks to Dial’s products.
Day two dawned with the professionally-designed Paintball ‘Pocalypse course first, where the two teams faced off against one another three times for points, and a bonus for the team who captured the flag. The day rounded out with an ATV Rodeo and an epic mudslide for the final splash—a 50-foot long slide ending in a four-foot-deep mud puddle. The winners were friends from Florida and each got $5,000, but all the competitors said that the prize money became secondary to the experience and the memories they collected form the weekend. Now that’s a brand halo that won’t wash off.
“The Camp Dirt event is the anchor of a full Dial for Men 360 campaign that celebrates getting dirty as a badge of honor,” Chris Sommer, director of marketing at Dial, a Henkel of America brand, told Buzz. “This platform really connected with our consumers and helped Dial for Men to break through the clutter of the men’s body wash category.” Agencies: Red Tettemer + Partners, Philadelphia; Revolution Marketing, White Plains, NY.