It seems like Tide (Procter & Gamble) are attempting to make something out of social networking and permission based marketing.
Users can get a free sample of a new laundry detergent that is coming out and get their name placed on a map, they can then invite friends via email to also get a free sample and get their named placed on a map showing the 6 degrees of seperation.
In addition to the above Procter & Gamble will also donate 100k to The Alliance to Save Energy.
At first glance it seems like a win win situation for everyone. The end user gets a trial size of this new laundry detergant, ASE gets 100k, and Procter and Gamble get massive ammounts of exposure and would save millions by marketing this new product virally rather then standard newspaper or television ads. It seems like the total cost is 1 sweet web site, 1,000,000 samples of their new detergant, 100k to a charity, and a few press releases.
One suggestion P&G, next time let us spread your produccts via links, so we can market your products to the visitors on our websites…
In the meantime keep buying Seth Godin books for your marketing team.