GE Profile To promote its new GE Profile Frontload Washer and Dryer with
SmartDispense Technology—designed to optimize the amount of detergent used in any one
wash—GE used traditional online and mass media. To create even more buzz, the firm hung
800 feet of jeans and shirts on a massive clothesline in Times Square to represent the six months’
worth of washing the new machines could typically handle before needing more detergent. On one
of the traffic islands were 20-foot-high inflatable versions of the new washer/dryer. A live celebrity auction to
benefit the nonprofit Clothes Off Our Back Foundation was hosted by television mom Alison Sweeney. A small
army of 20 representatives handing out product-related goodies (such as bottles of water and coloring books
shaped like the appliance’s door) added to the spectacle. GE also ran an online promotion. All these efforts combined
to attract 150,000 entrants to a washer/dryer giveaway contest.