Tide has developed an iPhone app that incorporates social networking into brand promotion. On November 11, 2009, Tide introduced Stain Brain, a mobile application through which consumers can conveniently find and share solutions for stains. The free application allows consumers to search for quick, step-by-step cleaning instructions from Tide and other users. For those who have a tip for removing tough stains, the stain app enables users to instantly share their own tips and tricks within the application.
Consumers can browse the top twenty stains, according to popularity; use search and filters to easily find stains by name or category; retrieve the Tide stain solution, complete with on-the-go tips, fabric care notes, and recommended Tide products; contribute stain solutions right on their iPhone, all of which are readily available to users; and rate each other's stain solutions and give feedback on how they worked (by voting Me too! or Not me). When searching for it on the App Store, search for Stain Brain (not Tide).