As the newly appointed official laundry detergent of the NFL, Tide recently launched an exciting social media campaign to mark the beginning of football season! As the epicenter of its campaign, Tide scored a touchdown by utilizing the Digital Roadblock to turn heads in Times Square.

By including an out of home approach  to their social media campaign with the Digital Roadblock, Tide was able to take their outreach to the next level by grabbing the attention of the masses with its striking high definition display and dominant presence.

Utilizing the social call to action #MudSling, the campaign consisted of several hours where different teams were colorfully exhibited on the screen and set in opposition for a two-minute window. During this time, it was up to the fans to “protect your team’s color with Tide” by tweeting insults and #MudSling at the opposing team.

Things got dirty as fans bombarded Twitter with smack talk against their rivals for a chance to have their tweets displayed on the Digital Roadblock and see virtual mud splashed on their enemy’s jersey. In the end, Tide’s virtual rinsing spray was able to wash away any stains incurred during battle.

As “the only clean trusted by all 32 NFL teams” Tide has partnered up with one player from each NFL team to service as “Color Captains” who will expand the social media campaign even further by encouraging fans to increase their intensity and passion of their beloved teams. Those who best display pride in team colors will have their photos shared by their favorite players on their team’s Twitter page!