The National Football League begins play soon and Procter & Gamble’s Tide brand is leveraging its relationship with all 32 teams with an innovative social media campaign.
Tide is working with one player from each team who serve as the “Tide Color Captains” and photojournalists to share via Twitter real-time personal pictures. The photos are intended to capture what Tide is calling “moments of color celebration that truly motivate,” such as at the game, on the drive to practice or at a local community event where fans are displaying team colors.
Tide, working with select NFL teams, will celebrate team colors in the minutes following a big win when the colors have been ultimately defended. Participating teams will select an action image from the game that best captures pride in team colors and partner with Tide to post that image on the team’s Facebook page minutes after the victory.
“NFL fans understand that team colors aren’t just colors – they mean so much more. Throughout the NFL season fans don their team colors and fill stadiums, parking lots, restaurants and homes to cheer on their favorite teams and players,” said Sundar Raman, Marketing Director, North America Fabric Care at Procter & Gamble. “This season Tide is recognizing that passion for their colors by rallying players to recognize these moments and celebrate them with their fans.”
Fans can follow their favorite “Tide Color Captain’s” Twitter handle, @TideNFL and #ourcolors to see their colors in action.
This program is a continuation of Tide’s efforts to provide fans with real-time, shareable content straight from players and teams. In celebration of the 2013 NFL Draft, Tide offered an endorsement deal to the first player drafted to each of the 32 NFL teams in celebration of their new colors. Tide rewarded fans with the first shareable image of their newest player in his new team colors that was delivered via Twitter by the many of the contracted rookies during the first round of the Draft. The rookies participating in the program used Twitter to ask the fans to share what team colors mean to them using #AboutOurColors.
This season marks the second year of Tide’s NFL relationship, one of the NFL’s most unique connections since it includes the League rights as well as the rights of all 32 NFL teams.