• Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • PRODUCTS
  • A&D
  • INSTALLATION
  • MARKETS
  • AWARDS
  • EDUCATION
  • BUYER'S GUIDE
  • MEDIA
  • EMAGAZINE
  • SIGN UP
cart
facebook twitter linkedin youtube
  • NEWS
  • Breaking Flooring News
  • eNewsletters
  • PRODUCTS
  • Carpet & Area Rugs
  • Hardwood
  • Installation Products
  • Installation Tools & Equipment
  • Laminate
  • Resilient
  • Specialty
  • Tile & Stone
  • MARKETS
  • Commercial
  • Residential
  • AWARDS
  • Installation Awards
  • Top Flooring Products
  • EDUCATION
  • Continuing Education
  • Webinars
  • Sponsored Insights
  • MEDIA
  • FLOOR Podcast
  • Videos
  • TISE 2025 Videos
  • eBooks
  • EMAGAZINE
  • eMagazine
  • Archive Issues
  • Contact
  • Advertise
search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
    • Sponsored Insights
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP
Breaking Flooring NewsCarpet and Rugs

Mohawk’s SmartStrand Withstands Puppy Bowl X

mohawk
February 21, 2014

puppy bowlBefore a record 13.5 million people watched the Puppy Bowl on Animal Planet during Super Bowl Sunday, visitors to New York City were treated to a live “Puppy Bowl Experience” at Discovery Times Square.

Mohawk was actively involved in the weeklong celebration, which created millions of consumer impressions for Mohawk and its retailers via a detailed plan encompassing digital, social and experiential components.

As the official carpet sponsor of Puppy Bowl X, Mohawk’s SmartStrand starred on the field and created the perfect stage for the entire 15,000 square-foot facility. Visitors enjoyed a fully interactive experience, including a live Puppy Bowl game, tailgating activities and photo opportunities with Mohawk’s SmartStrand Unleashed mascot, “Mo.” More than 5,000 attendees snapped photos with “Mo,” including top-tier media and celebrity guests.

“Both Animal Planet and event visitors were amazed by the durability and cleanability of SmartStrand carpet,” said Elise Demboski, Mohawk’s vice president of creative services. “Not only did SmartStrand hold up beautifully to the large volume of human guests, it also came clean after six days of accidents and messes made by all the canine players. All attendees received a SmartStrand Silk carpet sample and several people were already on their mobile devices on-site to locate a local Mohawk retailer. The ‘Puppy Bowl Experience’ proved to be the perfect interactive setting, enabling thousands of people to experience SmartStrand carpet in a way that generated major editorial coverage and social media excitement.”

In addition to several on-air mentions during the big game, Mohawk was brought to life online through the live Puppy Bowl X Times Square Practice Cam at AnimalPlanet.com, through multiple digital banner advertisements and mid-roll videos directing consumers to MohawkFlooring.com. Mohawk maximized on the weeklong action with daily sponsored posts on Facebook and Twitter, reaching more than 200,000 targeted consumers. Through Mohawk’s social media vendor partnership, Aligned retailers had access to social posts and images, so they could share the excitement with consumers in their respective markets. 

To build on the social success of the SmartStrand Unleashed kick off, Mohawk invited 10 top-tier pet-focused bloggers to participate in the “Puppy Bowl Experience” and blog about the event and their experience with SmartStrand carpet.  According to Demboski, the resulting posts engage targeted consumers in an organic way that yields great convergence results. s

“We’re just getting started! The Puppy Bowl is only the beginning of Mohawk’s year-long SmartStrand Unleashed campaign, and retailers can promote the sponsorship throughout the year,” said Demboski. “Stay tuned to MohawkFlooring.com/Unleashed for new developments and to view Mo’s adventures on The Better Show. SmartStrand Unleashed is a multifaceted campaign designed to generate leads for our Aligned retailers, while providing them with a fun, unique way to communicate the powerful benefits of SmartStrand.”

SmartStrand Unleashed POP Kits have just arrived to Mohawk Aligned Partners and a full suite of marketing materials, including comprehensive event kits, are available now on MohawkToday.com. 

KEYWORDS: marketing and sales Mohawk Industries

Share This Story

Looking for a reprint of this article?
From high-res PDFs to custom plaques, order your copy today!

Recommended Content

JOIN TODAY
To unlock your recommendations.

Already have an account? Sign In

  • resilient flooring

    The 7 Types of Resilient Flooring

    The resilient flooring category is comprised of many...
    Resilient Flooring
    By: Resilient Floorcovering Institute
  • QuickDrain USA’s ShowerLine linear drain

    Tips for Curbless Shower Installation Using a Linear Drain

    Consider these four tips when planning for a curbless...
    Installation How-To
    By: Darryl Jones
  • 2024 New Flooring Product Guide

    2024 New Flooring Products Guide

    We explore this year's introductions in area rugs,...
    Residential Flooring
    By: FLOOR Trends & Installation Editors
You must login or register in order to post a comment.

Report Abusive Comment

close

1 COMPLIMENTARY ARTICLE(S) LEFT

Loader

Already a Registered User? Sign in now.

Manage My Account
  • eMagazine
  • eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

What Shaw Flooring Network Dealers are Banking on for 2025

What Shaw Flooring Network Dealers are Banking on for 2025

Shaw Flooring Network Retailers Report Post-Election Sales Surge

Shaw Flooring Network Retailers Report Post-Election Sales Surge

SolidTech R: Sustainable, High-Performance Flooring from Bottle to Floor

SolidTech R: Sustainable, High-Performance Flooring from Bottle to Floor

Retailers Share Top Takeaways from Shaw Flooring Network Convention

Retailers Share Top Takeaways from Shaw Flooring Network Convention

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the FLOOR Trends & Installation audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of FLOOR Trends & Installation or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • Woodura Herringbone 2.0
    Sponsored byBjelin

    The Herringbone Floor of the Future

Popular Stories

Woodura Herringbone 2.0

The Herringbone Floor of the Future

company branding

Branding and Marketing Strategies for Flooring Contractors

Three individuals, a man and two women, discussing flooring options while reviewing samples.

Humans in the Loop: Why AI in Your Flooring Business Still Needs You


Download the Free Moisture Meters Guide

Events

December 1, 2030

Webinar Sponsorship Information

For webinar sponsorship information, visit www.bnpevents.com/webinars or email webinars@bnpmedia.com.

View All Submit An Event

Poll

Growth Challenges in the Flooring Industry

What’s holding you back from growth in 2025?
View Results Poll Archive

Products

2025 BNI Interiors Square Foot Costbook

2025 BNI Interiors Square Foot Costbook

See More Products

FLOORtalk podcasts - Listen Now

Related Articles

  • SmartStrand Quality Surface

    Mohawk Updates SmartStrand Marketing and Color Wall

    See More
  • Rhinory SmartStrand Install.jpg

    Mohawk Installs SmartStrand with All Pet at Rhinory

    See More
  • SmartStrand Silk merchandising display

    Mohawk Preps Smartstrand Silk For Premier Retail Success

    See More

Related Products

See More Products
  • interior design.jpg

    On Interior Design

See More Products
×

We’re rolling out the red carpet of flooring knowledge!

Stay in the know on the latest flooring retail trends.

JOIN TODAY!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletters
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X (Twitter)
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing

search
cart
facebook twitter linkedin youtube
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
    • Breaking Flooring News
    • eNewsletters
  • PRODUCTS
    • Carpet & Area Rugs
    • Hardwood
    • Installation Products
    • Installation Tools & Equipment
    • Laminate
    • Resilient
    • Specialty
    • Tile & Stone
  • A&D
  • INSTALLATION
  • MARKETS
    • Commercial
    • Residential
  • AWARDS
    • Installation Awards
    • Top Flooring Products
  • EDUCATION
    • Continuing Education
    • Webinars
    • Sponsored Insights
  • BUYER'S GUIDE
  • MEDIA
    • FLOOR Podcast
    • Videos
    • TISE 2025 Videos
    • eBooks
  • EMAGAZINE
    • eMagazine
    • Archive Issues
    • Contact
    • Advertise
  • SIGN UP