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All laundry detergent leverages social media in mobile ad campaign


All laundry detergent’s most recent ad campaign, called “Summer Play,” encourages consumers to turn their mobile devices into a movie-making machine, thanks to Magisto’s cloud-based smart technology.

“We know moms depend on All laundry detergent to get out tough kid stains, now we’re connecting with moms in a new way through their mobile devices and Magisto,” said Lora Van Velsor, VP marketing, Sun Products. “We’re combining the power of new technology and creative storytelling to help mom celebrate kids being kids, which is what all is all about.”

The Magisto campaign enables parents to document, preserve and share their kids’ summertime moments in videos set to custom-themed music, and to select imagery to inspire sharing across multiple social platforms, including Facebook and Twitter. According to Magisto, more than 40 million people are currently engaged in its user base.

As the official detergent of Little League Baseball, All’s first phase of the “Summer Play” promotion, which launched in June, encouraged parents to capture the dirtiest moments from Little League games across the country. The July promotion phase expanded to all summer sports and in August the campaign is encouraging participants to submit video that captures the very best memories from summer 2014. By entering videos into the campaign, parents can win prizes such as a trip to the Little League Baseball World Series.

“Magisto is proud to be engaged in this campaign with an iconic American brand like all. The melding of our technology and the all brand’s customer base of families who want to capture special moments is a great combination,” said Reid Genauer, chief marketing officer, Magisto. “A sponsored theme provides a platform for families to connect with all, create branded stories about the people and moments that matter most to them, and share their videos with a qualified and trusted audience.”

Thus far the campaign has created 305,527 all branded “Summer Play” movies and garnered 1,208,544 movie views. The project is on target to hit 600,000 movies by the end of the summer.

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