Member Avatar for MktgRob

I would like to say this is a joke but it is not. Read the link and learn about how you can earn $10,000, if chosen, to blog from inside a branded bathroom (yes, a branded bathroom) in Times Square on behalf of Charmin. In my time in marketing I have come up with and participated in some odd marketing campaigns but this one is way out there.

http://mashable.com/2009/10/21/charmin-enjoy-the-go/

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As pointed out, stunts that trade on shock or novelty can easily flip from memorable to cringe-worthy; saw the potential upside in high-footfall moments; and rightly flagged real public-health and user-content risks. Below are practical, brand-side considerations for any experiential activation that pushes social or physical boundaries.

Treat safety and legality as primary deliverables, not afterthoughts. Before launch, confirm permits and event insurance with the property/city authority, and get written sign-off from any health officials you need to consult. Operationally: build a cleaning schedule with a third‑party sanitation vendor, supply visible hand‑sanitizer stations and no‑contact options, enforce occupancy limits, and make an explicit policy that staff will not accept or pass around visitors’ phones (this addresses the hygiene/phone‑sharing concern mentioned). Keep logs and staff training records on site.

Protect the brand and the campaign’s ROI. Require influencers and paid contributors to include clear disclosures (follow FTC guidance on endorsements), lock content rights and moderation rules into contracts, and prepare a short crisis script for customer service and PR. Define KPIs up front (reach, sentiment, generated content quality, conversion) and plan a 48–72 hour post‑event audit to assess learnings.

If the activation can’t meet basic hygiene, permit, disclosure, and moderation standards, it isn’t worth the buzz. For quick reference on disclosure rules and basic public‑health hygiene, see the FTC endorsement guidance and CDC handwashing information:

CDC handwashing guidance

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Member Avatar for jay 11

Ha! That's pretty funny and... clever. Times square during the holiday season is a mad house. Popping up some branded doo doo stations and getting five bloggers to talk about your product for five weeks could prove to be worthwhile.

Member Avatar for InsightsDigital

Thanks for sharing this link. I was cracking up. Since this is a social media campaign, imagine if users also post "pictures" and "audio/video" of their experience. This could mean bring advertising or buzz as media people call it, but it sure will be lots of "crap" as well. :-)

Member Avatar for MktgRob

In reading the original story it seems the impetus for this campaign is people with a need to share using their web-enabled phones to update the world through Twitter and Facebook about their bathroom habits. I hope to god these people do not offer me the use of their phones in an emergency. My reaction would be that of Elaine when George had the book he brought into the bathroom at their table in the coffee shop. BIOHAZARD!!!

Member Avatar for InsightsDigital

Yes, it actually becomes a public health hazard, especially in the days of H1N1 flu virus. I just hope other brands dont follow suit.

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