If you've been to the Super Bowl you already know - there are A LOT of brand activations. (Maybe the most of any large scale sporting event?) To rise above the noise in the über-packed brand activation universe during the Super Bowl, P&G had to play it smarter than Sheldon Cooper at a trivia night. So they didn’t just target jersey-clad NFL fanatics, but also the "I'm-just-here-for-the-snacks" crowd.
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P&G Battle of the Paddles
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Live Sports
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P&G Battle of the Paddles
When time is tight, make your plans tighter
As the NFL was revving up for Super Bowl LVII, P&G's heavy hitters Gillette, Head & Shoulders, Old Spice, and Tide turned up the heat off-field with the debut of the "P&G Battle of the Paddles" streamed live on Twitch. A smackdown between eight top NFL athletes in a double-elimination showdown we worked with Twitch to help designed the Tournament format(including side challenges),developed the graphics package and broadcast rundown. And hey, with absolutely NO rehearsal time with the Players pre-tournament, having a rock-solid strategy was the MVP on this project.
client
Twitch
location
Phoenix
days of production
1
TOTAL # OF TABLE TENNIS BALLS
360
MISSION
Cutting through the Clutter
8
ACTIVE NFL PLAYERS
62
MPH - HIGHEST RECORDED BALL SPEED
Strong on Field Leadership
When rehearsal time with Talent is tight (or in this case non-existent) on-site (or on-turf) leadership becomes your secret weapon. Sure, the Producer and Director are the wizards behind the curtain, but the floor manager? They're the ones twirling the baton at the circus. For "Battle of the Paddles", our squad of floor managers didn't just play traffic cop; they were also responsible for tournament operations - making sure the right players were in the right place as the competition progressed
With the only pre-event asset being a mock-up of the logo, we were tasked with creating an entire Broadcast graphics package in under 3 weeks. This is exactly the kind of challenge that gets us up in the AM
Fun facts
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The NFL Players took the tournament incredibly seriously. Bragging rights are a real motivator.
We offset 4570 tons of Carbon on the project (like every project we do)
In addition to the main stream, we were also responsible for delivering 97 post-event assets