Playtex Play On Tour | lauratiffin

Playtex Play On

We were tasked with promoting Playtex Sport Tampons with a campaign that reaches beyond the athlete in a way that engages and invites active participation. An unbranded teaser campaign and the "Play On Tour" invites the user to ultimately host a secret caravan of high-trending performances.

Seeding the Unbranded Campaign
Beginning with an unbranded teaser campaign, we seeded a mysterious “Play On” symbol and a countdown clock throughout cities within online and out-of-home media.

Launching the Play On Tour
When the countdown ends, the “Tour” is revealed—an exclusive caravan of famous acts performing in semi-trucks are travelling to 4 cities, in which details of location are only revealed last minute to consumers most engaged, and to be hosted by 4 lucky people in each city. Engagement is achieved through product incentives to buy and online interaction via hashtags, etc. on Facebook, Instagram and the Play On microsite. The Tour is accessible as a live stream for those unable to attend.

Playtex Play On

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Seeding the Unbranded Campaign Beginning with an unbranded teaser campaign, we seeded a mysterious “Play On” symbol and a countdown clock throughout cities within online and out-of-home media.

Seeding the Unbranded Campaign
Beginning with an unbranded teaser campaign, we seeded a mysterious “Play On” symbol and a countdown clock throughout cities within online and out-of-home media.