Calhoun, GA, April 30, 2014 -- The SABRE awards competition for the public relations industry named Mohawk a finalist in the Home and Furnishings category for its License to Spill campaign.
The year-long campaign was an interactive coast-to-coast tour in collaboration with the nationally syndicated The Better Show. It engaged the public in on-site demonstrations to showcase the cleanability of Mohawk’s SmartStrand carpet.
Mohawk and “The Better Show” traveled the country from March through November 2013, bringing “License to Spill” to festivals in Boston, Atlanta, Hilton Head, Chicago, Philadelphia, Denver, Portland, Seattle, Los Angeles, Las Vegas and Phoenix.
Festival-goers across the country were invited to spill normally tough stain-producing agents such as chocolate, soy sauce and red wine on SmartStrand carpet—and then clean it with just water.
On-site celebrity designers and Mohawk spokespersons addressed flooring or design questions, and Mohawk’s “License to Spill” team, along with the co-hosts of Better Show, provided coverage.
Mohawk hosted two Twitter parties.