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Maytag hits grand slam through social media integration

Maytag man

Maytag is rolling out new content devoted to its revamped campaigns

Home appliance brand Maytag is exhibiting its American heritage through an integrated campaign that includes a focus on social media channels, featuring content surrounding Major League Baseball and real Maytag employees. 

Maytag recently announced its sponsorship of Major League Baseball and is using the partnership to solidify its All-American image. The brand will be sharing exclusive content related to baseball, as well as spotlighting actual Maytag factory workers. 

"Mobile and social media is very important to our brand and has been an integral part of our award-winning campaign that launched last year," said Brendan Bosch, senior brand manager at Maytag. "We are using haptic technology in our 60 second mobile ads, launching later this month.

"While Maytag is not the first, we are certainly one of the first brands to utilize this technology to create a multi-sensory experience, note haptic is opt-in and only available on Android, for fans and consumers alike," he said. "Social media is a key component to how we interact with MLB and Maytag fans alike and connect two iconic American brands, while paying homage to Maytag Brand’s American heritage.

"We are introducing the Filthiest Plays of the Week Sweepstakes, inviting fans to vote for their favorite, filthiest baseball play for a chance to win a trip to the World Series. We have also placed our new Top Load Washer in four stadiums across the country, Turner Field in Atlanta, Rangers Ballpark in Arlington, US Cellular Field in Chicago and Kauffman Stadium in Kansas City. If a player hits a home run into the Maytag Top Load Washer, Maytag will donate $1 million to local area Boys and Girls Clubs within city limits of where the home run was hit."

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Cleaning up partnerships
Filthiest Plays of the Week is a feature of Maytag’s new MLB campaign, in which the brand will be sharing content through its social media channel regarding various plays during games. Maytag is focusing on engaging fans through social by opening up the picking of the Filthiest Plays to social media users. 

Fans will be able to vote on which plays they feel were the ‘dirtiest’ of the week through Twitter, including the hashtag #filthiestplays. Baseball viewers go to MLB.com/maytag, which can be accessed on mobile, to view the week’s plays that are in the running. 

Maytag is enticing consumers to get involved in the social conversation through a sweepstakes. Users that have shared their votes via Twitter will be entered in the running for weekly MLB sweepstakes prizes, with the grand prize consisting of a trip to World Series game, along with a Maytag Top Load Washer and Dryer. 

The appliance brand is also introducing a new campaign along with the partnership that focuses on its employees. Maytag has chosen a select few employees that encompass the heart of the company and will be featured in video advertisements seen throughout social media, as mobile banner ads and traditional media outlets such as Television as well. 

Advertisements through social media, television and various media platforms will feature employees discussing why they love working for the Maytag company. The first advertisement aired last night during the live MLB broadcast. 

Maytag is spotlighting its factory workers in its new video ad

Boys & Girls Clubs of America are also benefitting from the new campaign as well, as they will receive donation from Maytag. The brand has installed sets of its Top Load Washer and Dryer at the Atlanta Braves, Chicago White Sox, Kansas City Royals and Texas Rangers ballparks, and if any player hits a homerun into the appliances Maytag will donate $1 million to the relative city. 

Throughout Maytag’s social media channels, the brand has shared its partnership announcement. A new installment of its original ad campaign has been shared on Twitter, reading “Maytag is the official washer and dryer of Major League Baseball ‘cuz big league stains need big league power.” 

The new campaign is to promote the Top Load Washer and Dryer and advertising content supporting the promotion will be rolling out the rest of the summer. 

Mobile integration
A mobile tool has been launched recently as well, for consumers to get a better visual on how a Maytag appliance will fit within their home. Users can visit a mobile Web site, in which they can upload a picture of where their future Maytag appliance would be located to see if it’s a fit (see more).  

Simliar to this, Unilever’s male grooming brand Axe partnered with Duke University basketball player Justise Winslow on social media to better connect with the brand’s target demographic by tapping the excitement surrounding today’s National Basketball Association draft (see more). 

"Since the launch of Maytag Man, we found that consumers really enjoy interacting with the Maytag Man, and our Filthiest Plays of the Week Sweepstakes is a way to keep our brand top of mind and our consumers engaged," Mr. Bosch said. "Our fans on social media are loving the Maytag Man, for example, 'I love these commercials, they make me want to buy a Maytag!"

"The sweepstakes launches on July 13 and runs through the post season," he said. "Each week MLB will select three of the filthiest plays from that week’s games.

"For now, we are focused on optimizing our partnership with the MLB. We are thrilled to be the official washer and dryer of MLB in 2015, for the first time in company and league history."

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer

Brielle Jaekel is staff writer on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

Related content: Consumer electronics, mobile marketing, social media, MLB, Maytag, American workers, employee spotlight, filthiest plays

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