Procter & Gamble is testing social media that leverages the Tide brand to raise dollars for disaster relief in the US. They're doing a four hour test, deploying a tactical social media strategy to see how quickly word gets out, and through which channels. The end goal is to drive traffic to their Loads of Hope page where people can buy vintage Tide t shirts, with all money going to Feeding America.
P&G has 4 digital (the digerati!) teams leveraging all the different channels with the goal to sell 15,000 t shirts in 4 hours, and raise $300,000. They are using different tracking codes to see which team drives the most traffic and conversion, and where it comes from - www.tide1.com, www.tide2.com, etc. If you want to follow along, @JasonFalls is leading one of the teams and tweeting up a storm.
I then checked out the link and started googling the initiative to see what was going on. Using Twitter search was actually more effective (this is a huge point of discussion these days - Twitter's ability to have search-able information right away, and faster than Google). A twitter search search.twitter.com showed that people were tweeting away...all about Tide and encouraging their friends to buy today. You can check it out by searching "#pgdigital"
It's really interesting to follow - they are tweeting asking for free ad space (with the promise that P&G will evaluate the media space after for potential future buys). Very curious to see how this turns out - will be following the story tomorrow!
Here's a YouTube video that explains more about the cause: