Kimberly-Clark Reruns Room Makeover on ‘The View’

Kimberly-Clark will bring its brands to life with widgets to promote its room makeover sweepstakes with "The View."

Kimberly-Clark is reprising its room makeover sweepstakes with ABC’s “The View” talk show.

The “Room-A-Day Giveaway” sweepstakes relaunches on “The View” early next week with parenting maven Stacy DeBroff appearing on the show as spokesperson. People can vie for a chance to win $25,000 room makeovers by filling out tear pads at participating retail stores or registering online at http://www.roomadaygiveaway.com through March 7.

Makeovers will be awarded to 16 people, with winners to be announced daily on “The View” between Jan. 28 and Feb. 15. The final winner will be announced on March 21.

Kimberly-Clark is hoping to top the response it received for the contest last year, when it drew 3.6 million entries from 600,000 people.

“We had phenomenal success,” said Sarah Mages, account executive at Ketchum Chicago, the PR agency involved in the promotion for Kimberly-Clark. “This year we’re taking a slightly different approach, focusing on women’s busy lives.”

The campaign targets women age 25-54, which makes “The View” an ideal vehicle.

This time around, a whimsical touch was added online in the form of an introductory widget featuring personifications of Kimberly-Clark products, including Kleenex, Cottonelle and Huggies, that dance in different locales. Prospective makeover candidates can click-through from the widget to register for the sweepstakes.

TracyLocke developed the campaign and the widgets.