TracyLocke Takes Best in Show for Wisk-It in Promo Interactive Marketing Awards
TracyLocke has won Best in Show for its Wisk-it promotion in the 2010 Interactive Marketing Awards. In addition, the campaign also won First Place in the Viral Promotion category. The campaign centered on an application developed by TracyLocke called Wisk-it and designed to “wash away photos,” like embarrassing pics from Spring break, high school yearbook photos or those that are just plain dumb.
Wisk-it can find tagged and untagged photos in friend’s Facebook albums, identify them to the friend, and then request the friend to “wash them away.” Wisk was looking for fresh approaches to connect with new young customers, particularly college students and young professionals setting off in the world to accumulate baskets full of dirty laundry.
But while the focus was on young consumers, the brand also bargained on pulling in Wisk’s core consumer, a 25- to 55-year-old mom.
“We definitely wanted to talk to the young people because the app was directly relevant to them,” said Elisa Gurevich, Wisk brand manager for Sun Products Corp., the maker of Wisk. “But it’s not just the college kid, it’s also the mom who has popped up on Facebook who wants to wash away that photo of the 80’s hairdo. It’s a relevant app for anyone.” For the Online Gala, which includes articles on all the other First and Second-place campaigns in 12 categories, including Trial Recruitment, Viral, Mobile, Loyalty, Web Games and many others, click here on the link.
