The results of Mohawk’s Messiest Kid Contest are in and South Dakota brothers Cruz and Fletcher Birkeland have been named “America’s Biggest Messmakers.” More than 250 parents and grandparents entered their little ones in the nationwide search by uploading photos and videos of their messy children to Mohawk’s Facebook page. The Birkeland boys, who account for two-thirds of three year old triplets, were photographed by their mother just minutes after smearing red JELL-O® sugar all over each other.
“The boys were playing grocery store, which sounds pretty innocent, but when I turned around there was an explosion of JELL-O sugar in my kitchen,” explained Kristi Birkeland, the boys’ mother. “The sticky mess was pasted all over their faces, arms, clothes, and in their hair. It was pretty nasty, but sometimes you have to step back and just appreciate the moment. I’m so happy I snapped a picture and that Mohawk and America loved it as much as we do.”
The photograph of the Birkeland boys was one of three monthly winners selected by Mohawk and entered into a Messiest Kid Facebook finalist vote-off in July. More than 1,750 votes were cast during the 15-day voting period, with the Birkeland boys claiming more than half of the contest votes. The Birkeland family will receive a $10,000 room makeover consulted by HGTV star and celebrity designer Taniya Nayak as their grand prize.
Mohawk launched the Messiest Kid Contest in April on The Better Show, a nationally syndicated women’s lifestyle and entertainment program airing in 150 markets. The Birkeland boys, as well as the two other Messiest Kid Contest finalists, were featured guests on The Better Show in June and displayed their messy talents in a clean-up challenge to demonstrate the amazing stain and soil resistance of Mohawk’s SmartStrand carpet. Viewers watched as red Kool-Aid, ketchup and much more cleaned easily from SmartStrand with water. Click here to see the clip from The Better Show.
“The Messiest Kid Contest was one of Mohawk’s most successful interactive campaigns to date,” said Elise Demboski, vice president of creative services, Mohawk. “Our ongoing partnership with The Better Show gives Mohawk national brand exposure. Combining that coverage with the social media aspect of the Messiest Kid Contest allowed us to connect with thousands of consumers on a very personal level. Our Aligned retailers get exclusive access to all video footage from The Better Show for use on their website and Facebook pages. Some have even piggy backed on the promotion by running their own Messiest Kid contests. It has been a great way to add excitement to the brand and to demonstrate why consumers rate SmartStrand #1 in customer satisfaction.”
Visit Facebook.com/MohawkFlooring to view all of the Mohawk Messiest Kid Contest entries.