P&G ‘Thank You Mom’ Campaign Launch

P&G launched their ‘Thank You Mom’ campaign for London 2012 and revealed their financial commitment to invest in sports worldwide from Innsbruck, host city for the Youth Olympic Games. During the press conference, Synaptic Digital streamed live video interviews into the room from Olympic athletes – Roger Federer in Melbourne and Paula Radcliffe in Kenya.

We conducted a cross platform media relations exercise which included the placement of the live stream of the press conference on news websites and also placing live interviews on international TV networks. As a result 5 separate interviews with Marc Pritchard, P&G’s Global Marketing Officer were placed on TV Networks including CNN International, RBC TV and CNBC reaching a global audience of millions. The full press conference was also hosted by several websites including the Times of India which is the most widely read English language newspaper in the world, De Telegraaf in the Netherlands and Die Press in Austria. We also streamed the entire event to P&G’s European media event in London.

You can see further highlights from the events below.

In the days leading up to the announcement, Synaptic Digital produced content around a luncheon and pampering session organised by P&G, bringing some of the athletes’ Moms to Innsbruck to thank them personally.