Aug 31, 2006 6:06 AM, PROMO Xtra, By Andrew Scott

One never knows the connections that can be made when singles get together to do the laundry. As such, Whirlpool is taking its laundry appliances to the social scene by hosting Spin Cycle events that will give singles a chance to meet, mingle and have some good clean fun while playing laundry-themed games that can earn them Whirlpool prizes.

The first of four Whirlpool Spin Cycle event loads up in Atlanta on Sept. 7 at the brand's Insperience Studio, a showroom featuring Whirlpool appliances. Others will hit restaurants, lounges and unique locations in Minneapolis and Charlotte, NC, before the cycle ends on Oct. 9 in Dallas.

Whirlpool hopes to connect singles to its brand through social events

Relationship expert Dr. Pepper Schwartz who penned the relationship guide Finding Your Perfect Match will host each singles mixers event. Playing off of the age-old, romanticized notion of people finding their match at the Laundromat, each Spin Cycle will feature laundry-related games. For instance, Find Your Sole Mate matches couples based on socks, and a Laundry Olympics tests who can perform timed chores the fastest, such as folding bed sheets blindfolded. Winners receive Whirlpool Fabric Freshners and copies of Finding Your Perfect Match.

Additionally, to play up Whirlpool's Duet washer brand, singles will participate in karaoke duets like You're the One That I Want and Don't Go Breaking My Heart. Meanwhile, throughout the evening, consumers will get to tinker with the brand's new suite of appliances aimed to fit their lifestyles; whether a bachelor doing mini-loads in a city apartment (Duet Sport system) or a family doing several loads of laundry each day (Cabrio system).

Each event is geared toward reaching second-time singles (divorcees) and singles over 30 because of their level of disposable income, Whirlpool said.

"The goal of this promotion is to market to a consumer in a different phase of their life," said Audrey Reed-Granger, director of marketing, Whirlpool. "A lot of time major brands focus on a narrow scope of the consumer audience, but what we wanted to do is to make our brand marketing as diverse as our product offering."

To that end, Benton Harbor, MI-based Whirlpool paired with relationship Web site Perfectmatch.com to draw Perfectmatch.com's relationship-minded members to the event in each region. E-mail blasts were sent to the Web site's members, and some event-goers will receive a free Perfectmatch.com membership.

"[The promotion] is very much about emotional connection," Reed-Granger said. "In order to win on the showroom floor, we must show a level of emotional connection with consumers."

As part of that connection, Whirlpool "is expecting people to find their perfect match in love and in laundry in that one evening," she added.

P.r. efforts and print ads in regional daily newspapers support the initiative. Peppercom's New York City office handles.

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