Procter & Gamble US

New Downy(R) Unstopables(TM) and SCVNGR Team Up to Unleash "SCVNGR Presents the Downy Unstopables Hunt" on Las Vegas

Press Release   •   Nov 11, 2011 05:57 EST

Actress and Author Amy Sedaris to Host Scavenger Hunt to Find the Most Exhilarating "Scent-sorial" Experiences in Las Vegas

Location-based gaming platform SCVNGR and Procter and Gamble's (NYSE:PG) new Downy(R) Unstopables are taking over Las Vegas, the sensorial capital of the world, to prove that Downy's new in-wash scent-booster provides a freshness that's so "feisty" that it can stand out against all of the over-the-top sensations that are found throughout the city. To launch this exhilarating new product, SCVNGR is presenting a once in a lifetime scavenger hunt to give consumers the opportunity to discover "scent-sorial" experiences throughout Las Vegas on December 3rd. The "web and mortar" scavenger hunt, which will be presented by SCVNGR and hosted by actress and author Amy Sedaris, will be credentialed by Guinness World Records as the "Largest Digital Scavenger Hunt." This exciting event will challenge participants to use their mobile devices to "sniff out" the SCVNGR challenges hidden amidst the best scent experiences Las Vegas has to offer. The lucky grand prize winning team will split an incredible jackpot prize of $20,000, and the second place winning team will be given the opportunity to spend the night of December 3rd in an amazing Las Vegas high-roller suite at the Bellagio.

In order to blend the online and offline components of the event, mobile application SCVNGR will provide a completely unique and customized experience for the participants. Teams can sign up for the promotion until December 2nd by visitinghttp://www.downyunstopableshunt.com/ and the first 750 teams will be chosen for participation on a first-come, first-serve basis. In order to play, each team must have an iPhone(R) or Android(TM) smartphone. On the day of the event, participants will follow their nose to a number of cultural landmarks and local venues around the city based on clues and riddles supplied by the application. Once there, they will complete a specific challenge that will help them gain points and move on to the next task. The team that completes the most challenges and collects the most points will win the incredible grand prize.

"Downy Unstopables was developed for the consumer who just can't get enough scent and freshness in her life and in her laundry," said Carolina Rogoll, Downy Brand Manager. "We are thrilled to team up with SCVNGR for their scavenger hunt to showcase the product and the amazing, amplified sensorial experience it provides. We know that if it can stand out in Las Vegas, it can stand out anywhere."

AMY SEDARIS, THE FEISTY FACE OF DOWNY UNSTOPABLES

Actress and author Amy Sedaris, best known for her work on Comedy Central's "Strangers With Candy," has signed on as the Master of Ceremonies for the SCVNGR presents the Downy Unstopables Hunt event and will lead consumers through their adventure and show them how Downy Unstopables can help them add a boost to their laundry routine. With Amy's help, the one-day mobile hunt will launch on December 3rd in Las Vegas. Amy has a passion for "domesticity with a kick" and is constantly striving to find new ways to do things around the house. This fresh outlook on the home and housework makes her a natural fit for the program and for the Downy Unstopables marketing campaign, which includes TV, print and online advertising, integration with the Downy Facebook page and Downy website, as well as in-store signage.

"If anyone likes getting fresh, it's me. I'm all about discovering over-the-top scents to spice up my laundry life," said Sedaris. "So when Downy approached me to kick off this feisty, larger-than-life scavenger hunt to prove Unstopables's fresh scents can stand out even in Las Vegas, I was like, 'I do laundry, I like playing games and I definitely can't say no to Vegas,' okay sign me up!"

CONSUMERS ACROSS THE COUNTRY CAN BECOME A PART OF "THE HUNT"

Being a resident of Las Vegas isn't a requirement to join in on the excitement of the SCVNGR presents the Downy Unstopables Hunt event. To connect the thrilling event with consumers everywhere, a special online version of the scavenger hunt will take place on the Downy website (http://www.downy.com) shortly before and after the real-life event has ended. From November 29-December 5, consumers will be given clues on Downy.com that they can use to search for hidden Unstopables "scent beads" throughout the site. Once they find the beads, they're entered for a chance to win a sensational trip to Las Vegas. The website will also host Downy Unstopables product information and an exciting product demo video starring Amy Sedaris.

DOWNY UNSTOPABLES ALLOWS CONSUMERS TO MAKE THEIR LAUNDRY "SCENT-SATIONAL"

Downy Unstopables is a new, exciting in-wash scent booster that provides an amplified sensory experience and a freshness that stays "feisty" until the next wash. To help consumers transform their laundry routine into an exhilarating experience, Downy developed a special bead form that concentrates the freshness ingredients. This convenient form is easy to use and allows consumers to control the amount of scent that gets added to each laundry load. The product simply dissolves during the wash cycle and is safe to use in any washing machine, including high efficiency washing machines, at any temperature. When tested in a laboratory setting, Unstopables freshness lasted for an astounding twelve weeks. Depending on your mood, shake a little or a lot of the beads into your washing machine or combine it with your favorite Downy liquid fabric softener to really shift your laundry into "scent-sorial" overdrive and reach levels of freshness that you never thought were possible.

Downy Unstopables comes in two new exhilarating scents that when used alone or combined with current Downy liquid fabric softener variants give consumers a completely customized freshness for their laundry. "Fresh" Unstopables is perfect for consumers who like a clean, crisp, and refreshing scent, and can be used in tandem with Downy Clean Breeze for an incredible scent boost. For consumers who enjoy being soothed, relaxed, and pampered, "Lush" Unstopables will enhance the benefits of Downy Simple Pleasures Lavender Serenity. While these Unstopables scents blend seamlessly with liquid fabric softener, the freshness benefits are also extraordinary on their own. Unstopables is available for the suggested retail price of $6.99 for a bottle. It can be purchased at any retail store where Downy is sold. Actual retail price is up to the sole discretion of the retailer.

The SCVNGR presents the Downy Unstopables Hunt - NO PURCHASE NECESSARY. Open only to residents of the 50 United States and the District of Columbia who are 21 years of age or older at time of entry. Void where prohibited. Entry period begins 7:00 AM (PST) on 11/10/11. Only the first 750 eligible entrants will be selected to participate. The Contest begins at 12:00 PM Noon (PST) on 12/3/11 and ends at or before 2:00:00 PM (PST) on 12/3/11. See Official Rules for details, by which all entrants are bound.

The Online Downy Unstopables Hunt Sweepstakes- NO PURCHASE NECESSARY. Open only to residents of the 50 United States and the District of Columbia who are 21 years of age or older at time of entry. Void where prohibited. The Sweepstakes begins 11/29/2011 and ends 12/5/2011. See Official Rules for details, by which all entrants are bound.