Digitas creates interactive application for Tide users to co-create stain removal remedies

P&G's detergent brand Tide has introduced the Tide Stain Brain, a downloadable application through which consumers can conveniently find and share solutions for stains that happen at home and on the go.

Cold water or warm? Blot or soak? Now users can get answers before stains have a chance to set in. The free application allows consumers to search for quick, step-by-step cleaning instructions from the experts at Tide -- and the laundry rooms of people. For those who have a "secret recipe" for removing tough stains, the Tide Stain Brain enables users to instantly share their own tips and tricks within the application.

After downloading the free application, consumers can browse the top 20 stains, according to occurence, use search and filters to easily find stains by name or category, retrieve the Tide stain solution, complete with tips, fabric care notes, and recommended Tide products and contribute stain solutions right on their iPhone, all of which are readily available to users.

 Users can also Rate Tide's, and other users', stain solutions and give feedback on how they worked or ask questions and connect with other consumers and navigate to product pages to find additional information, store locators, amomg and more.

"The Tide Stain Brain, created by Digitas of Publicis Groupe, utilises social-networking platform Get Satisfaction that fosters consumer-to-consumer problem-solving and facilitates sharing of information between customers and companies.

For Tide Stain Brain, the Get Satisfaction technology has been integrated to enable consumers to contribute their own stain solutions, rate others' stain remedies and share feedback with the community.

"As the trusted leader in laundry and fabric care, we wanted to create a tool to help people with a universal problem: frustrating stains," says Suzanne Watson, associate marketing director, Tide North America. "At the same time, we recognize that consumers also have a lot of passion for their own personal stain remedies so we wanted to provide a forum for people to share the laundry tips and tricks that work best for them."

The Tide Stain Brain mobile application is available for iPhone and iPod Touch from the iTunes App Store here.