Eco-friendly home care company Method on May 13 launched “Laundry Smarts,” the second phase of a campaign designed to raise awareness for its new laundry detergent, which hit shelves earlier this year. The program combines an interactive mobile clothing donation truck in New York City with several digital elements including a microsite and video launched last week on laundrysmarts.com, where visitors can take a laundry quiz, read and share tips, as well as enter a sweepstakes to win a Whirlpool Brand washer and dryer and year’s supply of Method Laundry Detergent. The “Wash smart. Give smart.” clothing donation truck, which represents a partnership with Goodwill Industries, was designed to offer New Yorkers an easy way to clean out their closets for a good cause.
“Method wants to make cleaning a greener experience and we wanted to offer New Yorkers a creative way to clean out their closets,” Katie Molinari, director-public relations at Method, told Buzz. “Our goal with this program was to get this new product into people’s hands and make sure people are trying the product and go home with it.”
The glass truck appeared in SoHo, Union Square and Herald Square on May 13, 14 and 15, inviting people to drop off new and gently worn clothing. Passersby were encouraged to spontaneously donate an item of clothing off their bodies, even if they were unprepared or unaware of the program, and get photos taken on the truck posing with slogans like “Look Ma, no socks!” and “I’m going naked for good.” Everyone who donated clothing got a free 25-load bottle of Method’s new laundry detergent.