P&G’s Olympic Mother’s Day Digital Thank You Campaign

Missed out on Olympic tickets? Haven’t bought a Mother’s Day card yet?

Why not kill two bird with one stone and leverage P&G’s latest piece of London 2012 activation.

A new element in its ongoing ‘Thank You Mum’ campaign, the FMCG giant has launched a new digital Olympic initiative to coincide with Mother’s Day.

Called ‘1 Thank You = 1 Chance to Win’, the work encourages people to upload a thank you mum message of their own to a P&G micro site. The simple upload mechanic offers consumers the chance to choose from a range of platforms, including video, photo or text.

Those who upload their message during the campaign timeline will be entered into a draw to win a family ticket to the Olympics – with events ranging from the Opening and Closing ceremonies to the 100m final.

P&G Olympic brand ambassadors such as swimmer Keri-Anne Payne and runner Paula Radcliffe will be seen in an online video sending messages of thanks to their own mums.

The video incorporates a heart symbol the athletes form with their hands, which P&G hopes “starts a movement” beyond the online video.

Print activity will also drive traffic back to the digital platform.

Additionally, former Spice Girl and pampers brand ambassador Mel C will front a major PR push to drive awareness of the digital campaign.

This UK initiative runs from 5 March to 18 March and the brand will activate in other global markets around their respective national days.

Comment:

This is P&G’s first significant piece of online marketing since it announced last month that it was shifting a further proportion of its marketing spend to digital platforms.

The decision was taken as P&G seek to cut $1bn from its marketing budget through more efficient use of marketing and using cheaper digital channels.

This is part of a wider P&G’s $10bn cost cutting drive.

The run up to the London 2012 Games has thus far been extremely smooth. Perhaps the biggest controversy to date in the UK has been a lack of transparency over ticket allocations.

Which should mean that that P&G’s pledge to give away 90% of its 6,000 allocated sponsor tickets to the public should benefit the brand’s image.

This is one of several Olympic ticket giveaways being run by P&G. Others include the current, high profile multibrand on-pack promotion that gives consumers a chance to win Olympic tickets when they buy P&G brands such as Fairy and Gillette.

Link:

www.youtube.com/proctergamble

Sample Consumer Video