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Kimberly-Clark?s Kleenex feels good with mobile

Kimberly-Clark Corp.'s Kleenex tissue brand turned to mobile marketing to promote the launch of its Kleenex Facial Tissue with Lotion.

The launch of the "It feels good to feel" campaign was supported by an iPhone application created by Ideas for iPhone and the brand's agency, GMR. The application is meant to help Kleenex communicate to its consumers that it feels good to feel.

"The Kleenex campaign was meant to get consumers to take a moment out of their busy lives to really ?feel' things," said Emi Abramzon, founder of Ideas for iPhone, Miami, FL. "The app was designed with that in mind and lets people experience the soothing benefits of the new and improved tissue in a unique setting."

GMR claims to be a leader in consumer lifestyle marketing. The company's executives believe that the mobile device is of vital importance when integrating brands into the social aspect of a consumer's life.

GMR's other clients include Visa, Alltel, American Eagle Outfitters, Unilever's Axe, Best Buy, the NFL's Green Bay Packers, Mercedes-Benz and Microsoft, to name a few.

Kleenex Facial Tissue with Lotion is Kimberly-Clark's newest tissue brand. Kleenex claims the new tissue is 17 percent stronger than the previous version.

The new iPhone application lets consumers interact with three different surfaces -- sand, snow and rose petals.

Consumers can download the application for free and play with the different surfaces while listening to calm, relaxing music.

The application was a success with more than 4,000 downloads during its first week in the App Store.

To promote the application and the launch of the tissues, Kimberly-Clark set up marketing booths in 10 cities nationwide. Shoppers in malls were able to come to the booth and touch and feel various surfaces and see and test the iPhone application.

Consumers could pretend they are relaxing on beach and ripple their fingers through crisp, clear water, right from the app.

Users could also play with fluffy white snowflakes or unwind in the breeze while caressing the smoothness of rose petals.

According to Kleenex, the only thing that may feel better than the application is the new Kleenex Lotion Brand Facial Tissue, which "feels so good to feel."

Kimberly-Clark's Kleenex isn't the only consumer goods brand in the paper category leveraging the iPhone platform.

Procter & Gamble Co.'s Charmin, the nation's No. 1 toilet paper brand, debuted its first mobile advertising sponsorship, working with global bathroom directory SitOrSquat Inc. on its Web site and mobile applications.

The consumer packaged goods giant is sponsoring SitOrSquat's site and iPhone application to help consumers on the go find the cleanest public toilets worldwide.

The site and application offer user-generated listings of bathroom locations and ratings, as well as details on hours of operation, handicap accessibility, showers and availability of changing tables (see story).

For Charmin the app was launched purely for branding purposes. It seems Kimberly-Clark tapped the iPhone platform for branding as well.

"The application definitely helped Kleenex in terms of branding," Mr. Abramzon said. "Kleenex wanted to give users an experience that reminds them of the softness and great feel that its tissues have.

"The fact that the app was downloaded so many times and so fast really demonstrates its success," he said.