•To leverage the launch of its SilkTouch technology, Downy invited consumers to celebrate softness by dancing through Downy events and the contest “Baila Súbele al Suave.” The events, which were open and free to the public, were held in Los Angeles on April 20 and Miami on April 28.

For those unable to attend, Downy held a Facebook contest in which participants could upload their video dancing to the rhythm of “Súbele al Suave.” The top 10 winners will get a one-year supply of Downy with SilkTouch. A public vote will select the top winner, who will be awarded a washer and dryer and $1,000.