SOURCE: Method Home

method Home

April 11, 2011 09:00 ET

"Jug Addicts" Beware

method® and Mekanism Are Partnering to Spread Laundry Room Love via Crowdsourcing

SAN FRANCISCO, CA--(Marketwire - Apr 11, 2011) - method, the leading innovator in premium, eco-friendly household and personal care products, announces its latest efforts to end America's addiction to laundry jugs with the launch of Laundry Room Love.

Laundry Room Love is a crowdsourced music video that spreads the word about method's laundry detergent. The video is being produced by Mekanism -- a San Francisco and New York based creative company that creates social movements for brands through viral campaigns, brand entertainment and social media campaigns.

"Laundry Room Love puts the power of this brand in the clean and capable hands or our users," said Matthew Loyd, method's VP of Brand Experience. "We often hear 'how can such a small bottle clean just as well as the big jug?' Who better to answer the call than our people against dirty?"

The Laundry Room Love campaign will reach fans of method by asking them to watch a "how-to" video and film themselves in a series of simple laundry-related scenes. Mekanism will turn these crowdsourced clips into a final video showcasing the greatness of method laundry detergent and will distribute the video across social media channels.

The Laundry Room Love campaign is rolling out in three phases:

KICKOFF: The crowdsourcing initiative will kick off with the distribution of two "how-to" videos across Facebook, the web, and to method's People Against Dirty® advocates encouraging people to submit their own videos and feel the Laundry Room Love.

Mekanism will be accepting submissions through April 15th. The first qualified 200 submissions will receive a free 25-load bottle of method laundry detergent.

CREATE: After April 15th, when all user-generated videos are collected, Mekanism will begin editing the submissions to create the final promotional video.

SYNDICATE: The final Laundry Room Love video will be launched and shared across all social media channels.

GOAL: Spread awareness of method laundry detergent through a viral marketing campaign that will grow credibility for and change perceptions of an eight-times concentrated detergent in a little, hand-pump bottle.

Why is method's laundry detergent so great?

Smarter -- thanks to the patent-pending ultra-concentrated formula (that method calls SmartClean Technology®), one bottle can tackle 50 loads of laundry with a quarter of the dose of leading brands.

Easier -- the no-mess, precision-dosing pump can be used with one hand and prevents over usage.

Greener -- method's laundry detergent is made with 95% natural and renewable ingredients and is ultra-concentrated (8x!) for a 35% lower carbon footprint than conventional 2x detergent.

About method Products, Inc.

Founded in 2000, method is headquartered in San Francisco, Calif. Today, method is the leading innovator of premium healthy home and personal care products. method can be found in more than 25,000 retail locations throughout the US, Canada, UK, France and Australia. Major retailers include Target, Lowe's, Whole Foods, Bed Bath & Beyond, Wegman's Safeway, Duane Reade, Tesco (UK), Shoppers Drug Mart (Canada) and Woolworth's (Australia). method is a privately held company backed by Simon Equity Partners, San Francisco Equity Partners and private individual investors. For more information, visit methodhome.com.

About Mekanism

Mekanism is a creative company that builds and engages digital audiences. We sprinkle our love of storytelling across integrated advertising, brand entertainment and social media development programs to inspire measurable brand loyalty and drive sales.

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