Ariel creates live fashion shoot controlled by Facebook

Procter & Gamble have teamed up with Saatchi & Saatchi to create a unique real-life gaming experience for their washing powder brand – Ariel – that is controlled completely by Facebook. Washing powder is pretty much just a necesary commodity, it’s not really something that invokes a lot of excitement or that you even really think about that much, so Saatchi & Saatchi wanted to do something that would get people talking. They created  a live gaming experience in the middle of Stockholm Central Station, where you can control a ‘stain gun’ to squirt jam and chocolate at clothes as they revolve on the washing line. And it’s all controlled via an app on the Ariel Facebook Page in Sweden, Denmark, Norway or Finland :

Mixing online and offline

What I like about this campaign from Ariel is that it uses a nice gimmick to mix the offline and online, but doesn’t let this distract too much from the actual product itself. The aim of the game allows you to see live just how well Ariel really works, when the garments are cleaned in the washing machine. And there is a nice little twist whereby you can keep the garment you successfully shot. This isn’t about a huge prize giveaway, but simply sending you the product so you can see the results firsthand. They have integrated a social media element with a ‘real life’ game to create a unique experience for fans that gets them talking about the brand and engaging in a new way.