Dalton — Mohawk is utilizing a new social media campaign to show consumers that its flooring can stand up to even the biggest messmakers. The manufacturer has launched a three-month Facebook contest in search of the messiest kid in America. Moms across the nation are invited to upload a photo or video of their messy children in action to the Mohawk Flooring Facebook page for an opportunity to win some big-ticket prizes.
“Messy kids are no problem for Mohawk’s flooring products, and the Messiest Kid Contest is a fun way we can engage consumers and spread that message,” said Elise Demboski, vice president of creative services for Mohawk. “It doesn’t matter if its soft surface or hard surface—Mohawk’s flooring products utilize industry-leading innovation and technologies that deliver the very best in stain and soil resistance and durability.”
Mohawk’s Messiest Kid Contest officially began April 1, and submissions can already be seen on Mohawk’s Facebook page. Over the next three months, Mohawk will select one Messiest Kid entry as a monthly winner, with the winning contestant receiving a 9’ X 12’ bound SmartStrand carpet of her preference, as well as a $100 Toys ‘R Us gift card. Contest participants should look for Mohawk to announce a monthly winner on May 1, June 1 and July 1.
The three Messiest Kid monthly winners will then compete head-to-head in a Facebook vote-off taking place July 1 through July 15. The contestant with the highest number of votes will have the choice of two incredible prizes—either a 5-day/4-night trip for four to Disney World, or a $10,000 room makeover with celebrity designer Taniya Nayak.
To promote the contest among consumers, Mohawk spokesperson and HGTV star Chip Wade held a messy kid SmartStrand challenge on the April 2nd edition of The Better Show, a women’s lifestyle and entertainment program airing in more than 150 markets nationwide. Chip and the children made ice cream sundaes, spilling chocolate syrup, mint chocolate chip ice cream and more on the SmartStrand carpet. Those tuning in watched as the big mess cleaned up easily with just water.
“Chip’s appearance on The Better Show was the perfect way to kick-off the Messiest Kid Contest,” added Demboski. “The viewer response has been great, and it’s giving Mohawk’s retailer partners continued exposure to consumers.”
Footage from Wade’s appearance on The Better Show is available exclusively to Mohawk’s aligned retailers, and the company encourages them to use it to promote Mohawk’s Messiest Kid Contest on their retail store website and Facebook page. Mohawk has also created counter cards for aligned retailers to display in their stores, as well as Messiest Kid Contest web banner ads for aligned and independent retailers.