General Electric: Sock Loss

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Why does one sock always disappear in the wash? This age-old mystery is the subject of GE's latest digital campaign, Sock LOSS (Lost and Orphaned Sock Society). Its new site features a series of online videos on the subject, the first of which is a 'PSA' which shows a protest march against sock loss.

Consumers can learn how to save their socks from experts at the 'GE Center for Advanced Laundry Studies,' while creating a missing socks flyer to enter a contest for a new GE washer and dryer. The campaign also features a news feed, social media efforts via GE Appliances' channels on Facebook and Twitter, and even a missing sock hotline: 1-855-SOCK-MIA.