P&G + Tide RAGBRAI Tour

The Great Bicycle Ride Across Iowa

Background

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.

Activation

Tour Management

Sponsorship

Branding

Partnership

A week-long tour that reaches thousands of consumers

Our Solutions

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• 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

The Results

25,000+

Attendees Reached

5,000+

Giveaways

1,200+

Raffles Entries

2,600+

Miles Driven

20,000+

Samples Given

200+

Loads of Laundry