Bounty Paper Towels, a Procter & Gamble brand, is preparing for the NFL playoffs and the Super Bowl with social content featuring football dynamic duos connecting over a plate of wings and illustrating how the household product can clean up the mess from the popular game day food.
Click here to read the story at marketingdive.com.
Discussion Questions:
- What is sponsorship?
- Why would Procter & Gamble invest in a sponsorship with the NFL?
- Which of their brands are they promoting as part of the sponsorship?
- What is sponsorship activation?
- Why is activation important?
- What are the different ways a brand can activate a sponsorship?
- Based on what you learned from this story, describe the activation strategy from P&G.
- What is content marketing?
- Why do you think they chose to launch a video on YouTube?
- What type of content are they sharing on YouTube?
- How might that provide an example of digital marketing? What about content marketing?
- What message are they sending to consumers with these videos?
- What do you think the goal of this campaign is from P&G? Be prepared to discuss your answers in class.