Shopper Marketing - October 2016 - 26
share rate as high as 81%, based on some statistics he's seen, "so when we talk about retailers and driving traffic to our retailers, and
building the categories, what we hope to see
is that people will do the shopper offer, they'll
buy the $30 worth of P&G products, and when
they get their VR viewer and Olympic content,
they'll watch it and tell their friends about it."
Testing VR at a retail level was a good
place to learn, O'Brien says. The campaign
fits within the larger platform titled "Thank
You, Mom," which celebrates the women behind the Olympic athletes with TV ads, social
content and more. P&G is only one of four
global sponsors of the Olympics, meaning the
brands can cross all countries and regions.
The VR program worked as a customer
marketing opportunity, leveraging strategic
partnerships with Price Chopper, Weis Markets, Food City, Roundy's, Spartan Nash,
Hy-Vee, Schnucks, Big Y, Marc's, AWG and
Support included in-store displays, shelf
talkers, circulars, a teaser video of the content,
and social content on the retailers' and athletes' social pages.
While three Olympic athletes participated
in VR videos, 10 total Olympians partnered
with the program, and each regional retail-
y SHOPPER MARKETING OCTOBER 2016
er could work with any athlete they wanted,
specifically if an athlete was from the region.
For example, Eichfeld was highlighted at Weis
Markets, which is based in his native state,
"They're individually executed plans with
each of the retailers," O'Brien says. "One retailer may have a lot of different displays that
highlight more of the athlete than the shopper offer, others may highlight more of the
shopper offer and virtual reality element and
less of the athlete. It all comes down to the
individual strategies of the retailer, but it's all
designed in order to allow people to interact
with the P&G brands and the Olympics in a
new and unique way that we hope they're
excited to share and talk about."
O'Brien says the program involved a lot of
coordination and the International Olympic
Committee (IOC) even established new rules
on how to do programs like this. "It's exciting
to think we're so far forward that the IOC has
to learn from this experience and re-establish
guidelines for partners."
P&G worked with Blue Chip Marketing
Worldwide, Northbrook, Illinois, on the effort. Prime Content, New York, did the filming of the videos; 360fly Inc., Pittsburgh, proSM
vided the cameras.