K-C promotes brand through third Room-a-Day Giveaway on ABC’s “The View”

IRVING, Texas Kimberly-Clark Corp., for the third time, is advertising its Room-a-Day Giveaway on ABC’s “The View.” Style Network’s “Dress My Nest” host Thom Filicia is the campaign’s spokesman, as well as a blogger on the Web site RoomADayGiveaway.com. The Jan. 12 episode of “The View” showed viewers how Filicia had completely revamped the show’s guest dressing rooms, encouraging viewers to submit their entries to receive their own $25,000 room makeover.

In the promotion’s second year, 10 million entries flooded the site, doubling the number from the first year. This year, the promotion will run for five weeks, and K-C has added new features to its Web site, as well as social network sites, in order to further promote the giveaway. The company has included a Twitter handle and is marketing through the microblogging service. K-C is trying to reach young mothers, which it has found is becoming more difficult to do through conventional coupon inserts.

"We're seeing decreasing trends in newspaper readership among millennial moms," said Dawn Bates, K-C’s consumer promotion marketing manager. "What we see with the millennial mom is that she's very community-focused, and she's online and engaging, really, in a new definition of community -- maybe people she doesn't know personally but has common interests with."

Fifteen winners will receive $25,000 room makeovers through the Room-a-Day giveaway, to be announced on “The View” Feb. 2 to Feb. 15. A 16th winner also will be announced on the Web site on or around March 13.