As a 2012 Olympic partner, Febreze looked to leverage the Thank You, Mom Procter & Gamble content to connect the dots between their brand and the Olympics initiative. Custom content would be shareable and link the brand with the global P&G program, creating connected mindshare for the Febreze brand.
A custom video player was created to feed in various Thank You, Mom videos and imagery, enabling users to engage with and share content with their social graph. Users also received a call-to-action to Say, "Thank You, Mom" using the newly launched Thank Your Mom Facebook experience - a Procter & Gamble, Wieden + Kennedy, Facebook, and Stuzo collaboration. Additionally, this Febreze experience was translated and deployed to the Febreze Canada Facebook page for continuity and maximum mindshare amongst the brand's owned media.
The Thank You, Mom video is quickly becoming the most viewed video of the season as the 2012 Summer Olympics ramp up in London!