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Charmin to stream toilet paper fashion show in playful promotion

Author

Brielle Jaekel
Procter & Gamble's Charmin is demonstrating the strength of its products through a sponsorship of online wedding planning hub Cheap Chic Weddings? annual toilet paper wedding dress competition, which will be streamed live on mobile. 

The competition will be streamed for the first time live on Cheap Chic Weddings? mobile-optimized Web site, featuring a runway show of the top ten finalists. All dresses must be made with Charmin toilet paper, an attempt for the brand to showcases its quality products in a fun and playful manner. 

"Charmin has teamed up with Cheap-Chic-Weddings.com for the sixth year," said Elizabeth Ming, communications at P&G Family Care. "The annual event shows how Charmin is not only America?s softest bath tissue but it is 4 times the strength of other toilet paper brands making it a perfect material for designers to use to create their dresses and models to wear on the runway."

Live streaming promotion

Entrees can receive a coupon for a discount on the Charmin products by emailing . To enter for the contest, users must submit well-lit photographs of the toilet paper dress from multiple angles. 

From dresses submitted, the top ten contenders will be given a free trip to New York to participate in the live fashion show event. Viewers at home will be able to participate in the competition by voting for the Fan Favorite at Cheap Chic Weddings? mobile and desktop site. 


Charmin is hoping to demonstrate that while its product is soft, it also durable and strong.

Brands and streaming
Allstate Insurance similarly paired college football rivalries with its well-known Mayhem campaign to ignite a battle on Twitter that will see the losing teaming get shredded in a live stream (see more). 

Also, State Farm Insurance sponsored Yahoo?s mobilized live-stream coverage of the National Basketball Association?s trade deadline with humorous video ads that had a sports theme (see more). 

"For the first time ever, the finale event will also be live streamed on Cheap-Chic-Weddings.com to allow fans near and far to be a part of the contest fun," said Laura Gawne, cofounder of Cheap-Chic-Weddings.com.