Robo-spray: Ariel contest makes a clean break

Stockholm – In its latest campaign for clothes washing brand Ariel, Saatchi & Saatchi Stockholm created a competition in which a robot sprayed ketchup, chocolate and loganberry jam over designer shirts.

Facebook users controlled the robot, and the shirts moved round a pop-up space at Stockholm station on a conveyor belt. If entrants hit the moving shirts with the spray, they won the shirt, and the live feed through Facebook then showed the shirt being washed using Ariel.

This is a compelling example of the use of gamification to prove the effectiveness of a product. For more on how game mechanics are being used in marketing, read our Ubiquitous Gaming Culture macro trend.