Digerati brings marketers, social media together for charity

Procter & Gamble brought together 40 digital media and agency executives and 100 of its North American marketing directors for Digerati, a contest to sell Tide T-shirts which aired largely over social media.

In addition to hitting the top 10 trending topics on Twitter for a brief moment, the four teams relied entirely on social media to sell more than 2,000 T-shirts at $20 apiece, spending only about $4,000 in the process.

Executives from Google, Facebook, MySpace, Intuit, and other digital players raised $50,000 for the charity Feeding America, with an equal match from the Tide brand.

Besides charity, the goal of the evening was to expose P&G's marketing directors to uses of social media that they hadn't considered before, to build stronger ties with digital media and agencies, and to help recruit marketers to the company.

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