To generate buzz for our “SuperMom” competition we partnered with what became a hit family-viewing show featuring legendary paranormalist Uri Geller. Benchmarking the average mom with Geller served as the key pillar for a multi touchpoint plan that brought to life and celebrated the phenomenon of mom’s intuition.For the grand finale, 200,000 Tide 3D glasses were distributed instore, the only way to watch a first ever stunt performed by Geller on the last episode.

130,000 unique website visitors picked their favorite SuperMom from more than 1200 stories/videos. 670,000 pages viewed, average time spent on site – 6.5 minutes!Best of all - Awareness growing by 50%, Sales are up 19%!

Lastly, the show’s producers are looking to adopt the concept in other markets.