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Procter & Gamble aimed to capitalize on reaching cyclists during the Register’s Annual Great Bicycle Ride Across Iowa (RAGBRAI). The idea was to interact with riders when they were in most need of clean laundry, during a 7-day ride across the entire state of Iowa.
A week-long tour that reaches thousands of consumers
Activated a brand awareness and sampling strategy from start to finish
Managed interactive elements for 25,000+ participants
Provided a free raffle with Tide sponsored giveaways
Created a complete Tide brand experience for the riders participating in RAGBRAI.
Rebranded 2 laundromats with Tide branding and providing free laundry services to all riders