P&G Example Shows Activation Leads To Bigger and Better Deals
Posted: 7/29/2010 12:59:15 PM by
Lesa Ukman | with 0 comments
Procter & Gamble's success at the Vancouver Olympic Games—which prompted its new TOP deal with the IOC—was a result of great activation of its USOC sponsorship.
On site, the company's Procter & Gamble Family House for members of Team USA and their families was a three-story spa/frat house/daycare center/laundry room/product showcase.
On the main level was a central P&G-branded living room/Internet café/viewing room in which guests could relax (on oversized pillows emblazoned with P&G logos), congregate, eat and view live action on an HD projection screen.
That area was flanked by private living rooms with a bit more privacy for guests looking for quiet time. One flight down was a cafeteria and various alcoves and lounges. Two flights up were nine branded areas including:
- Pampers Village, a play area for toddlers
- Pringles Snack Lounge, a videogame hangout for kids, outfitted with Nintendo Wii consoles and Guitar Hero titles. There also was a 24-flavor Pringles bar staffed by a “snacktender”
- Tide Laundry Center, a free service for athletes and families, taking all dirty articles and returning them 24 hours later
- Secret Renewal Lounge, a private lounge for bloggers brought in to drum up chatter in cyberspace
- P&G Grooming Salon & Spa, which was staffed with hair stylists and make-up artists, included the CoverGirl makeover center, an Olay skin treatment Olay area and a Pantene haircut and styling center
Team USA cosponsor Anheuser-Busch was there with the Budweiser Bar. There was also a separate Budweiser venue, Club Bud, in downtown Vancouver. Former USOC sponsor Bank of America had hosted the family house at prior Olympic Games, but P&G really upped the bar in Vancouver.
Other country-specific pavilions in Vancouver included the Russian House Sochi 2014, at Vancouver's Science World. The official location of the Russian delegation, the 10,000-square-foot destination included the Omnimax Theater, sports bar, press center and displays. Sochi partners were there, including oil company Rosneft, Volkswagen, Rostelecom, Sberbank, MegaFon, Bosco Sport and Russian Railways. TOP sponsors Visa and Omega also had a presence.
Best known to fans because it is open to the public is the Holland Heineken House. A project of the Dutch Olympic Committee and Heineken, it debuted at the Torino Games and has been in every Olympic city since. In Vancouver it was a 50,000-square-foot hall with a main hall that hosted some 4,000 people per night. It celebrated the Dutch athletes, plus performances by Dutch artists and DJs.
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Filed under: international, olympics, activation