Kimberly-Clark and American Express have signed sponsorship agreements with
Meetup, a site that facilitates offline meetings of computer users who share
interests like politics or parenthood. The deals are indicative of the
increasing interest on Madison Avenue in a wide variety of online tactics that
include social networking, blogs, virtual worlds, community Web sites, social
media and word-of-mouth marketing.
Kimberly-Clark’s effort is aimed at
mothers of young children who might use brands like Huggies and Pull-Ups. It is
paying the monthly fees that organizers of affinity groups usually pay to
A Meet-Up, Brought to You by Huggies – New York Times
THE company whose tissue brand “pops up one at a time,” as the old ad slogan proclaimed, is popping up on a leading social networking site.
The Kimberly-Clark Corporation, the maker of Kleenex tissues, is joining forces with Meetup for an initiative sponsored by the company’s baby brands, like Huggies and Pull-Ups. The effort, aimed at mothers of young children, represents Meetup’s first foray into sponsorship. The site is known as a facilitator of offline meetings of computer users who share interests like politics or parenthood.