This entertaining microsite was created by interactive agency Digitas as an online extension to support Tide’s TV ads which aired during the Super Bowl. This is a fresh implementation of a Contributory digital experience where website users can further immerse themselves within the brand message while creating a unique piece of media that is sharable. It’s obviously to me that this concept was lifted from the popular Elf Yourself – Office Max holiday ecard experience but it feels different enough to qualify as a successful improvement. I feel the right balance of user configuration and brand control was struck to empower visitors to personalize their experience without compromising the brand. The site has shown considerable use and adoption during the month or so after its release and as anticipated, spoofs videos are appearing on You Tube and Facebook pages leveraging the viral marketing aspects of social media. The topic of stain removal is not one you would consider to be ripe for a high level of user engagement but Tide has managed to insert their product into a relevant dialog with their target audience. One suggested improvement to elevate this activity to a more Collective experience would be to provide a cumulative view showing all of the user generated stains “living” and interacting together on one large piece of blanket. Then maybe we could use some Tide detergent to wash it clean 
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