The Tide 'My Story. Our Flag.' campaign was launched yesterday in Bryant Park in New York City in honor of Team USA. The event featured a gigantic American flag, measuring 117 feet by 52 feet, made up of swatches of fabric washed with Tide detergent prior to being sewn together. On each fabric swatch, a story was printed (Tide had asked Americans to share stories on what the colors red, white and blue meant to them) along with the story-teller's name, city and photo. According to Popsop, there were about 1,500 stories represented!
To help celebrate the launch of the Tide 'My Story. Our Flag.' event, the brand also invited Katharine McPhee to sing the national anthem, and asked Olympic athletes, including distance Lopez Lomong and wrestler Henry Cejudo, to share their own inspiring stories of overcoming obstacles and making it in America. Further, Tide is encouraging people to share their own stories during the 2012 London Olympic Games by tweeting with the hashtag #TideFlag or using the brand's special 'Join Our Flag' app.
Giant Story-Telling Emblems
Tide 'My Story. Our Flag.' Campaign Invites Americans to Share
Trend Themes
1. Story-telling Advertising Campaigns - Brands can follow Tide's lead by using the power of storytelling as a marketing tool to engage customers and create emotional connections.
2. Brand Patriotism - As seen in Tide's campaign, tapping into people's patriotism can be a powerful way for brands to connect with customers and strengthen brand loyalty.
3. Crowdsourced Content Creation - The Tide 'My Story. Our Flag.' campaign demonstrates the potential for crowdsourcing content creation and user-generated content as a way to promote brand awareness and engagement.
Industry Implications
1. Consumer Goods - Consumer goods brands can utilize the power of storytelling and brand patriotism to create emotional connections with their customers, as seen in Tide's campaign.
2. Sports Apparel and Equipment - Brands in the sports industry can tap into patriotism and inspiring athlete stories, as Tide did with Olympic athletes, to promote their products and connect with customers.
3. Social Media - Social media platforms and services can leverage the potential for crowdsourced content creation and user-generated content to attract brands looking to promote their products and engage with customers.