Are you plagued with a collection of single socks? One random red sock paired with a random argyle sock? Socks have been vanishing for years, but where do they go? A new GE campaign seeks to answer this question. They’ve created a new society called L.O.S.S. (Laundered and Orphaned Sock Society), managed years of “intensive research” and, so they say, they’ve finally found the answer. Read on to find more about L.O.S.S. and the answer to one of life’s most pertinent questions: Why are our socks vanishing?
Sockloss.com is the center of GE’s campaign to spread awareness about sockloss and help save our socks. In response to the question of why our socks are vanishing, GE says, “There have been many theories: tiny black holes, strange magnetic fields– even malicious imps. Most are nothing more than wives’ tales or junk science.” Whatever the cause, sockloss is a serious, SERIOUS problem, as you can tell from the uber-serious videos below, which GE launched to spread awareness about their cause.
You can see the hilarious results to GE’s intensive research on sockloss on the About L.O.S.S. section of their website. Here’s the shocking truth– the real reason for vanishing socks, according to GE:
“And the stark truth that we’ve uncovered through years of intensive research is that our socks are simply running away.
“Yes, shocking but true. Thousands of candid interviews with estranged footwear have pinpointed the prevailing problem: It is us and, more specifically, our laundry equipment.
“Through L.O.S.S., socks who have felt unappreciated and mistreated finally have a voice to make us aware of their grievances: overdrying, “load abandonment,” ironing, and sock puppetry, to name just a few.”
Of course, you knew that a GE advertisement had to sneak its way in their somehow. GE is asking sock-owners to Report A Missing Sock for the chance to win a brand new (sock-friendly) GE washer and dryer. Create a flyer about your missing sock, share it online and you could win. A GE press release explains the missing sock sweepstakes in a bit more detail:
“Concerned citizens can even take matters into their own hands by creating their own missing socks’ posters. L.O.S.S. allows you to perfectly design the lost sock’s image and display it as your Facebook profile picture to help spread the word. Families can also call 1-855-SOCK-MIA to report missing socks and get emotional support. You don’t have to keep quiet any longer.”
I also had the chance to talk to Rachel Gitlin, a Social Media and ePR Manager at Lost Boys international (LBi), the agency behind the campaign, who told me a little more about how GE is leveraging social media with this campaign. Rachel told me, “We’re promoting the campaign on Facebook, Twitter and YouTube. Additionally, the official L.O.S.S. website allows people to share on Facebook and Twitter, and the videos (there are 2 right now, and 3 more to come) are living on YouTube for people to watch and embed. We are using all of these networks to help spread awareness for the campaign and the plight of laundered and orphaned socks.”
Of course, I think by now it’s obvious that this whole campaign is an elaborate joke. Personally, I think it is hilarious. Kudos to GE and LBi on their creativity! Do you suffer from sockloss? If so, will you report one of your lost socks in hopes of winning a new washer and dryer from GE?