• Promo, Friday, September 1, 2006 1:45 PM

Everyone has heard stories about people finding romance at the laundromat. Now appliance marketer Whirlpool is taking the concept into their event-marketing strategy. The company is hosting "Spin Cycle" events where adult singles can meet, mingle and have fun while playing laundry-themed games that earn them Whirlpool prizes. The first of four Whirlpool Spin Cycle events kicks off in Atlanta Sept. 7 at the brand's Insperience Studio, a showroom featuring Whirlpool appliances. Others will hit restaurants, lounges and unique locations in Minneapolis and Charlotte, NC, before the cycle ends Oct. 9 in Dallas. Each event is geared toward reaching second-time singles (divorcees) and singles over 30, given their level of disposable income. "The goal of this promotion is to market to a consumer in a different phase of their life," says Audrey Reed-Granger, the company's director of marketing. She says that major brands "often focus on a narrow scope of the consumer audience, but what we wanted to do is to make our brand marketing as diverse as our product offering." Relationship expert Dr. Pepper Schwartz, who penned the relationship guide "Finding Your Perfect Match," will host each singles mixers event.

Read the whole story at Promo »