Case Study: Mohawk drives massive SmartStrand sales with Intermark Group's "SmartStrand Challenge"

Mohawk sells 50 million yards of SmartStrand with Intermark Group

The customer, Mohawk Flooring, faced the challenge of promoting its revolutionary SmartStrand carpet fiber to a skeptical audience weary of traditional product demos. With a limited budget, Mohawk needed a huge idea to demonstrate the carpet's superior stain resistance and break through the media clutter. The vendor, Intermark Group, was tasked with creating a dynamic campaign to achieve this.

Intermark Group implemented a highly unconventional solution called the "SmartStrand Challenge," where they carpeted the cages of zoo animals to put the product to an extreme test. This event was live-streamed for two weeks on a dedicated microsite. The campaign went viral, resulting in over 50 million yards of carpet sold, creating a 9-month back order. It garnered extensive media coverage, reaching an audience of 130 million people and achieving a media value exceeding $20 million.

Mohawk