P&G Introduces New Online Platform for NFL Sponsorship
By Community | October 10, 2012
To mark the fourth year of Procter & Gamble’s official sponsorship of the National Football League (NFL), apoplectic the company is launching an online platform called Fan-cestry where fans can build and share their personal fan history and see how they are connected to their favorite NFL team.
The “Official Locker Room Products of the NFL” include five P&G brands: Duracell, Gillette, Head & Shoulders, Old Spice, and Tide which will sponsor the Fan-cestry program.
P&G will launch this campaign by driving consumers to www.fan-cestry.com, encouraging fans to enter information about their relationship with their favorite NFL team, memorable events from their teams, their NFL game rituals, and habits throughout the season. The result will be a sharable infographic about how each member’s lives are parallel to their NFL team’s history, which the company calls Fan-cestry. Members will have the ability to share their Fan-cestry across social platforms, driving fellow fans to display their own team loyalty on the Fan-cestry site. Throughout the season consumers will be able to add new and unique content to their Fan-cestry in real time.
Anyone who creates their Fan-cestry will have a chance to be entered to win tickets to Super Bowl XLVII in New Orleans.
“America’s favorite P&G brands are engaging fans of America’s favorite sport in a way that is relevant and meaningful to them,” said Anne Westbrook, Communications Leader, U.S. Sports Marketing at P&G. “Fan-cestry is a platform to unite all types of NFL fans, from those who have never attended a game to those who live and breathe their team colors. These fans share a common bond of loyalty and fandom for the sport, and that is what Fan-cestry is all about.”