Kleenex Campaign Aims for Viral Sharing

Kimberly-Clark Corp. has created an online campaign for Kleenex – Pick Your Own Mom. The campaign is clearly aimed at going viral by intriguing users to share the site with friends and family.

GetMommed.com allows visitors can choose from among eight moms either directly or via Facebook-style quizzes. Television commercials also encourage viewers to visit the site.

In my own unofficial survey the idea seems to work. I mentioned something out loud about this at work – didn’t even share the link – and within five minutes three separate co-workers were online choosing their own moms.

Take a look – just to see what mom appeals to you – or to see a great concept in leveraging online tools to create buzz for a product.

The campaign has already resulted in more than 20,000 registrations for the brand’s relationship program.