CINCINATTI: Procter & Gamble has launched an interactive online platform that lets consumers trace their history as football fans and compare it with that of their favorite team.
The goal of the “Fan-cestry” program is to engage consumers with social media and connect them with the National Football League and P&G in a fun way, said Anne Westbrook, leader of sports marketing communications at P&G. The company has been developing the initiative since the end of last football season.
The site, which launched Wednesday, encourages visitors to create a profile, and it uses that information to make an infographic showing how well they are connected to their favorite NFL team. Each consumer who signs up will be entered to win tickets to Super Bowl XLVII in New Orleans in February, Westbrook said.
“[The site] allows you to invite friends to join and share, and it allows you to track your fandom throughout the season in connection with all those great things you might do, like if you go to a game or have a great experience with a friend at a party on game day Sunday,” she added.
P&G brands Duracell, Gillette, Head & Shoulders, Old Spice, and Tide are sponsoring the initiative. P&G is in its fourth year as an NFL sponsor. It revamped its in-house communications structure in May.
The CPG company, which worked with Taylor on the initiative, is not using TV advertising to support Fan-cestry, so it will focus on retailer promotions and word-of-mouth marketing, explained Westbrook.
Taylor declined to comment on the program.
Westbrook added that driving “organic awareness” is a key goal of the initiative, which is why the Cincinnati-based company is hosting a blogger and influencer engagement event during the week of October 15.
In addition to blogger outreach, P&G will use social media to encourage fans to visit the “Take It to the House” Facebook page, where it will post new content, and to tweet using the hashtag #fancestry.