New G.E. Sock Loss movement puts great Experiential Marketing spin on long-time brand

Ever wonder where those missing socks go after you throw them in the dryer? The mystery remains, but dryer-maker G.E. is bringing the problem to the consciousness of society with a fabulous and funny new campaign.

Under the persona of L.O.S.S. (Laundered and Orphaned Sock Society), G.E. has launched an innovative website (www.sockloss.com) where users can report a missing sock, view videos of protestors outside laundromats, join the laundry reform movement and, oh, register to win a new washer and dryer.

Kudos to G.E. for a new spin on an old brand.

Now, if they could just find my missing socks.