Vanish NapiSan: White House

Sponsor Obama's abode.

Published on Dec 20, 2011

Editor's Pick

Australian laundry brand Vanish Napisan presents a case study on one of the most audacious sponsorship campaigns ever: Their bid to sponsor the White House. The campaign enlisted a spokesman and put up AU$ 25 million to secure naming rights for the President's abode. The stunt campaign pitched Obama via YouTube, as well as set up meetings with D.C. lobbyists, special interest groups and citizens, filming the entire process and posting the films to YouTube.

As media attention grew, fans started offering up their own houses -- in case Obama said no. (Ya think?) Eventually, the brand decided to sponsor "A" white house -- a dwelling in Brisbane. Check out the case study above.

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Dec 20, 2011
Vanish NapiSan

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