CINCINNATI, OH: In an effort to engage Gain's more than 525,000 Facebook fans, P&G has rolled out the "Smell Like a Million Bucks Contest," asking consumers to submit videos on the social media platform explaining why they use the detergent, and more."One of the wonderful and powerful things behind our brand is our fans," Sarah Pasquinucci, external relations manager for Gain at P&G, said. "They are incredibly passionate about the brand, and very loyal to Gain. The more that we interact with them, then the more we are inspired by them."
The contest ends on August 2, when a winner will be chosen and awarded $1 million. P&G launched Gain's Facebook page in March 2010.
Another element to the campaign, said Pasquinucci, is a partnership with alternative rock band the Barenaked Ladies, who have re-recorded a new version of their early '90s hit "If I Had a Million Dollars" as "If I Gained a Million Dollars," reflecting new lyrics inspired by Gain's Facebook fans.
"We thought it would be ideal to really personalize that experience for our fans and let them really be part of it," Pasquinucci noted. "Not only would one fan win $1 million, but we would enable them to become part of a re-written song, making sure they feel like part of the brand, just as much as we're part of the brand."
DeVries Public Relations, in partnership with Leo Burnett Canada, is handling PR for Gain's Facebook contest. P&G's Pasquinucci would not disclose the PR budget for the initiative.