Tide Coldwater Campaign Employs Six Degrees of Separation Strategy

For the introduction its new cold water laundry detergent Tide Coldwater, Procter and Gamble has launched a website to promote the product, give away free samples, allow visitors to tell their friends and add their zip code which places them on an American map to illustrate how product usage has spread. Signing up to receive the free product leads visitors to a data gold mine-building optional survey which queries laundry detergent brand usage, feelings about Tide, temperature used when washing clothes and Tide Coldwater purchase intent.

A social network of sorts and a real world demonstration of the six degrees of separation concept, the Tide Coldwater site is powered by Eyebeam's Forward Track, an open source project designed to promote online activism.