We created a platform on Facebook where fans could interact with a branded installation thousands of miles away and actually see their clicks do something in real time. With each click the enormous baby we constructed in Minneapolis’ Mall of America would “Drop a Dooty” into his Luvs diaper. He would move and shake to show that Luvs can stand up to the toughest challenges. A live webcam broadcast all the excitement in the mall to Luvs’ Facebook page where fans could see their clicks spark a movement. But it wasn’t all fun and games, for each click Luvs set up a system where they would donate one diaper to charity. So as the diaper in the mall grew with every press of a button – so did Luvs’ donation to charity – giving fans a reason to come back day after day to “do their dooty.”

Most importantly, the campaign gave people the opportunity to help a worthy cause. Increasing the number of fans and getting them to interact with the Luvs Facebook page was great, but what was even more important was the end result – over 60,000 diapers donated to shelters all across the country. People on Facebook are always asked to click here or there, but rarely do they see what their click does. We live in an age where everyone wants immediate gratification, and unlike most Facebook campaigns – the Luvs Heavy Dooty Blowout Challenge satisfied that desire.