Procter & Gamble is hoping to sweep/mop (swop? smop?) some bloggers into its net with for its Swiffer brand through its sponsorship of a pre-event during the BlogHer Convention in Chicago this week. The brand linked up with six women to develop a social media site "SocialLuxe Lounge" and an event with that name that kicks off the 2009 conference, which touts itself as the largest blogging conference for women.
As part of the partnership, P&G and Swiffer will offer guests manicures, pedicures, something called "clean-tinis," and the first-ever BlogLuxe Award presentation -- awards given by bloggers to bloggers -- to recognize outstanding efforts in the blogging community.
The launch event took place Thursday afternoon at the Hyatt Regency Chicago, the site of the conference. Swiffer will also do product demonstrations, giveaways and a special performance by SONY BMG recording artist Chris Mann.
The Swiffer SocialLuxe Lounge will also host the first annual BlogLuxe Award meant to honor top bloggers in eight different categories whose blog encompasses quality of writing, influence, entertainment and integrity. To celebrate the redesigned Swiffer WetJet, Swiffer will also have an award for "Cleanest Blog" with the winner getting a year supply of Swiffer products.
Among some 35 sponsors are Kodak, Lands End, Leggo, Weightwatchers, TNT and Allstate.
A spokesperson for Swiffer says the event gives the brand access to blogger loyalists. Beth Feldman, co-founder of RoleMommy.com and one of the bloggers who helped develop the SocialLuxe Lounge program says the SocialLuxe Lounge is not technically part of the conference but is, like pre-Oscar parties, meant to heighten the experience for attendees.
"It's a free event honoring bloggers," she says. She says the six bloggers came up with the concept and that she engaged Swiffer to participate. "I have worked with Swiffer for several years, as a spokesperson for their brand, and as a blogger, I introduced them to the group."