The new Let It Out campaign from Kleenex exhibits some nice PyroMarketing traits.
Kleenex realized that people use tissues when experiencing emotions. We laugh till we cry. We cry till we cry. Then found a way to leverage that truth while harnessing the power of the crowd to draw attention to its product.
The brand's website lets people express what they're feeling by leaving short stories or uploading expressive photos, experience what others are feeling by touring their contributions, and offer encouragement by "giving Kleenex tissues" (voting) for stories or photos they found compelling. It's a nice way to engage consumers around a trialogue.
Touch, touch, touch, feel.
The print campaign also found a nice way to touch consumers with the match. The current issue of Oprah's O magazine features an ad that dispenses tissues.
Rather than trying to describe the "new soothing sensation" of its tissues with lotion, Kleenex found a way to let consumers experience it.
How could consumers experience your product or service? Spread the fire. GS
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