Mohawk is launching Mo’s webisode series, Make Room for Mo, to showcase the durability and cleanability of SmartStrand.
This year, Mohawk introduced the world to “Mo,” a messy, four-legged yellow lab who serves as a regular correspondent on the nationally-syndicated "The Better Show" and has made appearances throughout the year at high-profile pet events. Now, Mohawk is launching Mo’s webisode series, "Make Room for Mo," to showcase the durability and cleanability of the company's SmartStrand carpet. The series, available for viewing on Mohawk's YouTube page, provides a humorous narrative of the daily struggles experienced by a family with young children and a mischievous dog.
"SmartStrand Unleashed is a multifaceted campaign designed to educate consumers on the powerful benefits of SmartStrand, a premium soft carpet with durability and stain resistant features that can stand up to the messiest of pets,” said Elise Demboski, vice president of creative services at Mohawk. “The ‘Make Room for Mo’ webisode series serves as a fun way to connect with dog-loving consumers by featuring the occasional plights associated with pet-ownership while simultaneously communicating the benefits of SmartStrand as a way to overcome some of those challenges.”
Mo is currently serving as a canine correspondent on "The Better Show," a lifestyle and entertainment program airing to viewers every weekday. Mo makes appearances on the show’s pet-oriented segments, which range in topic from throwing the ultimate dog birthday party to a how-to series on exercising with pets.
Mo is also raising awareness for pets in need through Mohawk’s partnership with the Petfinder Foundation, according to the company. In addition to making a donation to the Foundation and spreading the word about the organization via Mohawk Flooring’s Facebook page, the company also worked with the Petfinder Foundation to identify deserving dog foster homes throughout the country in need of pet-friendly products for their homes. In total, five foster homes were selected as recipients of a SmartStrand prize pack, including a carpet of their choice and a dog-bone shaped rug for the families’ dog(s) to enjoy.
Mohawk launched its 2014 national campaign, SmartStrand Unleashed, with Animal Planet’s Puppy Bowl X, which aired during the Super Bowl on Sunday, February 2. More than 10 million viewers tuned in to watch the all-star cast of canine contestants compete on the grand gridiron of Animal Planet Stadium, according to the company. As the official carpet sponsor, Mohawk promoted its SmartStrand carpet on air and participated in a “live” Puppy Bowl Expo hosted by Discovery Communications, the parent company of Animal Planet.
