Calhoun, Ga. – Mohawk’s “License to Spill” campaign, a year-long campaign of onsite demonstrations to showcase the cleanability of Mohawk’s SmartStrand carpet, was named a finalist for the prestigious Sabre public relations award.
The Sabre organization is said to be the largest awards competition for the public relations industry.
Mohawk is a finalist in the Home and Furnishings category for License to Spill, an interactive coast-to-coast tour in collaboration with the nationally syndicated The Better Show.
“It is an extraordinary achievement to be selected as a finalist for the most prestigious award in the public relations industry,” said Elise Demboski, vice president of creative services at Mohawk.
Mohawk and The Better Show traveled the country from March –November 2013, bringing License to Spill to festivals in Boston, Atlanta, Hilton Head, Chicago, Philadelphia, Denver, Portland, Seattle, Los Angeles, Las Vegas and Phoenix.
Festival goers across the country were invited to spill normally tough stain-producing agents such as chocolate, soy sauce and red wine on SmartStrand carpet—and then clean it with just water. On-site celebrity designers and Mohawk spokespersons addressed flooring or design questions, and Mohawk’s License to Spill team, along with the co-hosts of Better Show, provided coverage of all the mess-making. Better Show also hosted an event recap at every stop, which broadcast in 170 markets and reached more than 1 million viewers per show.
Additionally, Mohawk hosted two successful Twitter parties–which trended at a national and global level–and worked with top-tier bloggers to spread the word in the digital space. The tour resulted in phenomenal exposure for SmartStrand and Mohawk, the company said. Local retailers also joined in by hosting their own License to Spill events, which successfully increased sales.