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Say the word laundry, and most people groan. But for MediaVest and its client Procter & Gamble, laundry took on a whole new meaning thanks to a radio plan that turned a mundane chore into a party, 10 of them in fact.

During February and March 2005, WUSL-FM, Clear Channel’s Hip Hop station in Philadelphia hosted weekly Gain “See Ya at the Laundromat” parties. Listeners were invited to bring their laundry to local laundromats where they received free, full-size samples of Gain and other promotional items, did their laundry for free and got a chance to win prizes and party with Shamara, one of the market’s favorite radio personalities.

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