Real fun is messy, so Shout made things messier because anything is possible in a world without stains.
Shout, a leading stain-fighting brand, wanted to reestablish dominance in the category by reinvigorating and elevating themselves from a forgotten specialty product to a go-to stain solution. We created a multi-year partnership program at one of the happiest (and messiest) places there is – The Color Run. The activation celebrated the out-loud, life moments that Shout empowered its loyalists to live.
To drive awareness and gain hashtag traction, we created a 360 Color Cam and encouraged participants to get messy, throw more color and capture the fun. Guests who submitted and shared their photo on social media with our campaign hashtag were entered into a Sweepstakes to win an all-inclusive trip to the Color Run in New Zealand. Year two focused on educating millennials on product efficacy, particularly the pre-wash treatment and stain removal process. To bring this to life, we created an inflatable Washing Machine obstacle course that taught millennial race-goers that stain fighting was as easy as to pre-treat, wash and dry.
By providing consumers with a one-of-a-kind, fun and messy experience on-site, Shout increased brand perception and social conversation. In turn, it resulted in an increase in Shout sales and gave millennials the tools and confidence they needed to keep doing the messy things they love. Because, with Shout, consumer can be free to Live Out Loud.
RESULTS - 2M+ in-Person Branded Engagements, exclusive Shout branding in over 146 U.S. markets
ROLE - For this project, I was the Experiential Producer serving as the key liaison between the client, creative teams, agency partners and production partners.