P&G’s brands have been continuously experimenting around the future of advertising with dozens of pilots in the past few years. As advertising is rapidly changing towards an experience-driven world, we are looking to continue building our capabilities to reach consumers where they are, and in the way they want to be reached. We want to push the envelope in terms of how the company engages consumers authentically and brings to life our brand content in useful (i.e. education) and/or interesting ways (i.e. mind opening, entertaining, etc.). We want to partner with the next generation of tech-driven solutions that can help us navigate and be successful in this new experience driven economy.
There are 2 major areas where we would like to focus this Spring:
1) Gaming & eSports: We have started to learn so much in this space with brands such as Gillette, Tampax, Old Spice, Tide, and Dawn. As gaming and eSports have become more immersive and social (i.e., platforms like Fortnite and Roblox) we want to give players more freedom and creativity and introduce a new world of brand experiences. How can we move beyond in-game ads and logo placements and explore more engaging and authentic integrations into games that add value to users? How can we start building relationships with up-and-coming games and studios, in-game creators, and developers? How can we participate in esports in a more creative and immersive way beyond traditional sponsorships and livestreaming partnerships?
2) Interactive & Immersive Experiences: Brands like Venus, Pampers, Swiffer, SK-II, Charmin, H&S, and other P&G brands have completed and expanded very promising experiments in these areas, and we want to continue to push the envelope on experiences consumers want to opt-in. How might we reach consumers in useful and interesting ways using tactics like gamification, interaction, and new value exchange models where they want to opt-in? How can we continue to build direct relationships with consumers and gather first party data by shifting from one-way communication to interaction? How can we reach people in environments such as OTT without disrupting their experience? How can we use immersive experiences to drive deeper engagement, educate consumers on our products and drive loyalty?
Technology domains of interest include, but are not limited to:
Gaming & eSports:
Interactive and Immersive Experiences:
If you would like to submit a solution, please go to the P&G Innovation Brief Response Form – https://bit.ly/3LPHJ4H and complete the form with the requested information. The top candidates will be invited to pitch and share with P&G brands pilot opportunities. All responses will be reviewed, and you will be notified as to whether the response has been accepted for further consideration.
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