P&G Activates Monster Sponsorship in 60 Days
In what may be the fastest turnaround of an Olympic sponsorship deal ever, Procter & Gamble signed, sealed and then delivered its first-ever P&G Family Home in about 60 days.
Taking over the USOC family program from now-departed sponsor Bank of America, the consumer-product giant turned a conference center on West Hastings Street into a “home away from home” for U.S. athletes and their families, in the process bringing to life nine of its top brands. Open from 11 a.m. to 11 p.m. each day during the 2010 Winter Olympics, the pop-up experience served as “a quiet oasis away from the chaos of the games for athletes and their families,” says Janet Fletcher, Associate Marketing Director for the P&G Olympic Team.
Guests entered into a small lobby boasting a winter wonderland theme. Digital photo frames showing off the many family ties of the U.S. Olympiads hung on the walls, as did plasma screens showing live Olympic action and electronic certificates sporting messages of hope and congratulations to the athletes (and their families). Once checked in, guests were free to roam the three levels, a move Fletcher says was by design: The Olympics are structured enough, she says. P&G attempted to give athletes and their families a choose-their-own-adventure escape. On the main level was the anchor of the Family Home, a central P&G-branded living room/Internet café/viewing room in which guests could relax (on oversized pillows emblazoned with P&G brand logos), congregate, eat and view live action on an HD projection screen. The area was flanked by private living rooms offering up a bit more privacy for guests looking for quiet time.
One level up the individual experiences lived across nine branded areas, each targeted to a specific type of guest with specific activities. The Pringles Snack Lounge served as a videogame hangout for kids, offering Nintendo Wii consoles and Guitar Hero titles. There was also a 24-flavor Pringles bar staffed by a “snacktender.” The room, wrapped in red velvet, also featured board games and other activities for the kids. Next door, the Tide Laundry Center offered free laundry service for athletes and families, taking all dirty articles and returning them back, clean and fresh, 24 hours later. Around the corner, babies and toddlers flocked to the Pampers Village, a playroom for pint-sized fans showcasing cartoons, baby games, toys and books.
P&G added photo activation and data collection to the mix in the Crest/Oral-B Smile with U.S. room, where guests could suit up with athletic gear (hockey stick, ski poles), get in front of the green screen and mock up a variety of Olympic-themed moments. Photos were printed on site and posted online. There was also the Secret Renewal Lounge, a private lounge for bloggers brought in to drum up chatter in cyberspace. Finally, the highest-profile branded area in the Home, the P&G Beauty and Grooming Salon & Spa. A near-professional spa staffed by stylists flown in from Toronto, the area was split into three sections: A Covergirl makeover center; a skin treatment Olay area; and a Pantene haircut and styling center. Ladies (and some of the gents) could make appointments or try for a walk-in.
One floor below check-in was a cafeteria where all food service was housed. The area also featured electronic webcam greeting card kiosks and a huge mural on the wall where people could thank their moms. Various alcoves and lounges were set up throughout the conference center. And P&G was still tweaking on the fly. Example: When a few of the “man cave”-themed areas weren’t attracting the guys, the company turned the areas into semi-private family Olympic viewing lounges.