P&G and Jordin Sparks are breaking out the pillows and gossip. P&G’s feminine protection brand Always and the American Idol singer-songwriter are holding “America’s Biggest Sleepover” on November 7.
The virtual event will take place on Beinggirl.com—a site where teen and pre-teen girls post stories, share advice and learn about new music and events. It will include exclusive performances from Sparks off her latest album, Battlefield, and activities and tips for hosting live sleepovers. For every girl participating in the sleepover, Always will donate $1 to Protecting Futures, an organization focused on helping girls in developing areas stay in school (up to $25,000).
The event is meant to be a collaboration as Beinggirl.com members can suggest ideas for the party online before it starts. “Over the past few months we have worked very closely with teen girls from across the country to develop an online sleepover event that feels truly collaborative and authentic to our teen audience,” said Ankur Marwah, global brand manager for Always. “The co-creation aspect of this event with our Beinggirl.com subscribers has been a key driver in the creation of America’s Biggest Sleepover.”
Always spent $50 million on advertising in 2008 and $30 million during the first eight months of 2009, per The Nielsen Company.
“Based on our research and experience with Beinggirl.com, America’s Biggest Sleepover event has been designed to further establish and connect the Always brand with teen girls across the country in a fun and meaningful way,” said Marwah. “We are dedicated to continuing the dialogue with teen girls from across the country and hope that this event will provide another platform to engage with the Always brand.”