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Kleenex's WOM Venture: Curb-Side Therapy
In a recent campaign, Kimberly-Clark's Kleenex brand is featured in sometimes funny, sometimes touching "drive-by therapy" sessions. People walking on the street are invited to join a Kleenex spokesperson on a distinctively vibrant blue couch (which was transported to various curb-side locations) to "let it out."
In the resulting commercials, participants are shown crying, weeping, sobbing, tearing up, and wailing their way through personal anecdotes. Of course, a ready supply of Kleenex facial tissues is there to dry the eyes of those who choose to "let it out." The commercial drives viewers to the campaign's accompanying website, www.letitout.com, where users can create an account and share videos, photos, and stories, then comment on each others' posts, creating a community ripe with word of mouth opportunity -- all in the spirit of letting it out.