P&G created a championship level football experience during the week of the “Big Game”.

Challenge

Create an exciting, multi-brand activation for Procter & Gamble at the NFL Experience during Super Bowl week to generate awareness, inspire consumer engagement, and distribute product samples.

Insight

The NFL Experience features a huge amount of brands competing for attention. We knew in order to get cut through we had to create something that stood out aesthetically and importantly was an experience that fans could enjoy with their families – much like the P&G products. For inspiration we looked to experiences that families could enjoy as a unit and in particular those unforgettable family boardgames.

Solution

We designed and produced “Fumble Frenzy,” a six-person game that rewarded players who recovered the most footballs. The set also included a custom, shoppable P&G product display wall and sampling station and the Pampers Airstream which featured upscale changing/nursing rooms.

Each “Fumble Frenzy” player stepped up to a lever operating a giant helmet branded with one P&G brand including Gillette, Head & Shoulders, Olay, Old Spice, Pampers and Tide.  Throughout the six days of the promotion, players competed to recover the most footballs in one-minute rounds.  Prizes included Amazon gift cards and the chance to win a pair of tickets to Super Bowl LIV.  Professional sports announcers and a roaming emcee introduced each player and called each game. Brand Ambassadors and Cheerleaders managed the crowds, totaling almost 100,000 people, and pumped up the players.  In a custom-built sample hub, guests were able to scan QR codes to receive a sample bag filled with Olay, Tide, Gillette, and Pampers products to take home.

Results

75k fans in attendance / 4k engage participants / 40k sample bags distributed