Pine-Sol’s efforts to inject some good, ‘clean’ fun to the Super Bowl advertisement lineup garnered them a lot of attention, for a fraction of the cost. It started with Pine-Sol’s Diane Amos (the Pine-Sol lady) challenging Mr. Clean (star of an official game commercial) to a dance-off, with proceeds going to charity.
.@RealMrClean, are you up for the challenge? All for love. All for charity. #PowerMoves pic.twitter.com/AZdaiQWyUo
— Pine-Sol (@pinesolcleaners) February 6, 2017
Should Mr. Clean accept The Pine-Sol Lady’s challenge to a dance off for charity?
— Pine-Sol (@pinesolcleaners) February 6, 2017
Too bad we couldn’t make it happen, baby! We’ll save our dance moves for another day. pic.twitter.com/uh0NZy67U8
— Pine-Sol (@pinesolcleaners) February 7, 2017
Though Mr. Clean wasn’t up for the challenge (at least not yet), Pine-Sol was still able to engage Twitter users into the conversation by using a Twitter poll, asking online denizens if Mr. Clean should accept. With over 226,814 votes, over 86 percent voted in favor of an interaction between the two brands. Additionally, @TwitterMoments picked the poll up and included it in a Moment showing how online users will engage given the right content and timing.
Through this, Pine-Sol proved that paying millions isn’t necessary to get into the game.
DIVERGE talked to the Pine-Sol’s marketing team to find out more:
How did you get others to interact?
We thought that issuing a poll on Twitter would really spark greater online conversations and pave the way for increased engagement. The poll, which asked if Mr. Clean should accept The Pine-Sol Lady’s challenge to a dance off for charity, prompted people to share words of encouragement and positivity while others took to memes and gifs to share their opinions. Currently, the poll has more than 40,000 votes from Twitter users with 77 percent in favor of the friendly challenge. And 2,000 retweets. Gigantic numbers that far exceeded our expectations.
What kind of response did you see?
People were eager to share in the positive, uplifting friendly challenge especially since it would mean the proceeds would be going to a charity. There were so much conversation and engagement about this on Twitter that it became a TwitterMoment, which means it was one of the most talked about things on Twitter during the SuperBowl. That exceeded our expectations too!
Is this something you plan to further expand in the future?
We are always looking for creative ways to become part of pop culture events. Last year, we engaged consumers around the Oscars, creating reaction GIFs from Diane Amos, the Pine-Sol lady, for each of the high profile wins. So certainly, we’ll look to other major entertainment moments where it makes sense for Pine-Sol to have a voice.
Advice for others?
We looked for an opportunity to become part of the conversation in a unique way. Many brands look to be part of what happens on the field. We looked to the commercials, the element with an arguably bigger talk factor than the actual game, to talk about Pine-Sol in a lighthearted, engaging way.
