Maytag, The Onion wash social media clean, blending comedy, functionality

Home appliance brand Maytag has enlisted the help of satirical news outlet The Onion for a series of social media posts in support of its campaign to clean up political trash talk from news feeds, blending humor, usefulness and creativity to stand out. 

Maytag is on a mission to eliminate excessive political smearing on social media with a plug-in on Chrome that hides smack talk related to politics, but it is supporting the campaign with mobile-enabled posts. Paid advertising on social media will direct users to its mobile-optimized Web site that shares non-smear information on the election candidates and a reminder to install the plug-in on desktop, paired with a series of posts from The Onion.

?The desktop-only Chrome plug-in is optimized for both Facebook and Twitter, and the campaign will be supported via paid social support and SEM,? said Brendan Bosch, senior brand manager at Maytag. ?Maytag also partnered with satirical outlet The Onion, for a series of sponsored social posts around the campaign. 

?Additionally, comedian Abby Elliott is serving as a spokesperson for this program which is inclusive of social posts from her promoting the campaign,? he said. 

Cleaning up social media
The washing machine manufacturer is hoping to clean more than just clothing with its new No Smear campaign aimed to remove political posts on Twitter and Facebook. Maytag is teaming up with The Onion for a series of comedic and satire-based posts on social media that discuss the topic of political smearing. 


A series of promoted posts will appear on Twitter and Facebook to promote the campaign, which also ties in Maytag?s products. The No Smear landing page on mobile and desktop promotes its fingerprint-resistant stainless steel products with the tagline, ?keep it clean in ?16,? along with a link to browse products.

However, Maytag?s latest products is an online plug-in on Chrome that users can install on its No Smear page to filter out posts with political smear on Facebook and Twitter. Users accessing the landing page on mobile can set a reminder for when they are on desktop to install. 

Comedian Abby Elliott will be featured in Maytag?s paid-for posts on social media to continue its comedic theme. But Maytag gets serious when it comes to real politics by providing links to all the presidential candidates for users to learn more about the race for the Oval Office. 

Maytag mobile prowess
Maytag also brought a unique spin to its upcoming one-day takeover of ESPN?s mobile site by incorporating haptic technology into its ad, syncing viewers' devices with the video?s most powerful moments (see more). 

The home appliance brand Maytag connected with consumers over Facebook?s expansion of the like button via a humorous video offering the Maytag Man's take on the different emotions that can now be expressed using emoji (see more). 

?The desktop-only Chrome plug-in is optimized for both Facebook and Twitter, and the campaign will be supported via paid social support and SEM,? Mr. Bosch said. ?Maytag also partnered with satirical outlet The Onion, for a series of sponsored social posts around the campaign. 

?Additionally, comedian Abby Elliott is serving as a spokesperson for this program which is inclusive of social posts from her promoting the campaign,? he said.