Event Marketer Summer 2023 - 80

BEST SPORTS SPONSORSHIP
ACTIVATION
EX AWARD WINNER
CAMPAIGN: P&G Battle of the Paddles
CLIENT: Procter & Gamble
PARTNERS: MKTG, Taylor, Optimum
Sponsorships surrounding the Super Bowl
often focus on the game of football, naturally.
But Procter & Gamble, the " Official Locker
Room Products of the NFL, " stumbled upon
a point of differentiation that would allow
four of its brands to rise above the marketing
noise: the game of table tennis. Table tennis
is a little-known, untapped movement across
NFL locker rooms, popular behind closed doors
but with a reputation among football stars
beginning to make waves in traditional and
social media.
Enter: The P&G Battle of the Paddles, an
eight-player tournament streamed live on
Twitch from the P&G Locker Room footprint
at the Super Bowl Experience, which provided
elite NFL table tennis talent the opportunity to
represent their team and take the competition
outside of individual locker rooms.
Through a collaboration with Twitch and
Amazon as media and retail partners, the
broadcast was integrated in the Amazon Live
Shopping stream on amazon.com. It marked
the first time an e-commerce extension was
introduced to a live sporting event streamed
on Twitch. Deals and exclusive offers on P&G
brands Gillette, Head & Shoulders, Old Spice
and Tide were available to viewers throughout
the event.
But as the brand points out, a " pivotal,
but easy to overlook, success factor " was
the players' authentic enthusiasm and
competitive spirit. During media interviews,
players reportedly took it upon themselves
to " talk trash, " calling out their opponents
and highlighting their personal table tennis
credentials. Beat writers reportedly leaked
player power rankings on social media. Local
reporters asked team personnel about table
tennis during press conferences. National
publications weighed in on the impact of table
tennis on team camaraderie and performance.
As a result, P&G secured 1.33 billion
impressions, including 313 media placements
and a 96-percent key message pull-through
rate across all earned coverage. P&G sales
on Amazon increased 32 percent over the
previous 30-day rolling average, including an
increase of 208 percent and 847 percent in
personal and hair care page views, respectively.
Ultimately, Battle of the Paddles outperformed
same-day major cable network programming
on ESPN 2, NBA TV, MLB network and others.
Now that's a smash.
80
EVENT MARKETER SUMMER 2023
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Event Marketer Summer 2023

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
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