P&G + Tide RAGBRAI Tour
The Great Bicycle Ride Across Iowa
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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
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Managed interactive elements for 25,000+ participants
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Provided a free raffle with Tide sponsored giveaways
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Created a complete Tide brand experience for the riders participating in RAGBRAI.
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Rebranded 2 laundromats with Tide branding and providing free laundry services to all riders
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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
