Potty humor fuels robust social media campaign at Clorox

It resorts to potty humor.

That’s no joke; it was the premise of The Clorox Lounge, a social media hub that featured contests, giveaways, coupons, and—perhaps most important—comic relief to entertain moms during their “potty breaks.” (The site is currently closed since the campaign has ended. Visitors are redirected to its Facebook page.)

This combined effort from three communication agencies—Current, Matter, and EQAL—as well as Clorox Toilet Products garners top honors in the Best Social Media Campaign category of PR Daily’s Digital PR & Social Media Awards.

Believe it or not, combining social media and the toilet makes sense.

One study says 75 percent of Americans use their mobile devices on the commode—a stat that inspired The Clorox Lounge website, which aims to offer moms, who might seek a few minutes of sanctuary on the toilet, some light escapism.

Here’s what that escapism included:

• Last Comic Sitting: Each week, mom and dad comedians squared off on the TheCloroxLounge.com; consumers voted for their favorites, and it culminated in a live comedy event hosted by Sherri Shepherd, comedian and co-host of “The View.”