U by Kotex is shaking things up again with a new integrated marketing program that launched today – with support from digital agency Organic that includes a mobile “Pad Racer” game and an “Undie Personality Test”
“Save the Undies” was created as a way to introduce 3D Capture Core from U by Kotex brand which locks away wetness to help stop leaks and help women save their undies.
Organic was tapped to create the digital elements of the program such as an engaging microsite/ landing page within the U by Kotex site – UbyKotex.com
- where visitors can learn more about the product, get a sample and experience different aspects of the brand. Unique elements include:
- The “Undie Personality Test” – helping girls pick those perfect undies. Once get your favs, we’ll have you covered with 3D Capture Core
- An interactive product demo video that allows her to pick a liquid and put U by Kotex pads to the test. See what we REALLY think of that mystery blue liquid other brands use for demos
- A “Pad Racer” game is a flashback to the 80s as you zoom around town on a pad, using 3D Capture Core technology to grab all of those pesky red drops – avoid the dreaded cramps and you might get the high score!
The Program comes to life in social media as we harness the power of the brands owned social channels – extending messaging and driving engagement in Facebook, Twitter, Tumblr, Pinterest and YouTube
Executive Creative Director: Dwayne Raupp
ACD: Karen Koziatek
Writer: Deleano Acevedo
Designer: Amanda Salvaggio
Account Director: Jim Napolitano
Account Lead: Lauren Giacco
Project Manager: Kristen Goodhue
Planner: Chad Haus