While P&G is launching a new online platform for NFL fans, its Tide brand is also engaging Americans in a separate online photo campaign called ‘Show Us Your Colors.’

Photo: Nick Lachey with son Camden for Tide, from Facebook, clickable

‘Show Us Your Colors’ is an extension of the brand’s season-long celebration of football and passion fans have for their teams’ colors.

People are invited to visit Tide.com or the brand’s Facebook page to share a photo documenting a time they were most proud to wear their team’s colors for a chance to win a trip for two to the main event of the football season—Super Bowl XLVII that will take place in New Orleans, Louisiana in February.

Tide will organize the uploaded photos by teams to see which fans have the most pride for their colors. At the end of the sweepstakes, the team whose fans uploaded the most pictures will receive a $15,000 donation to the charity of their choice.

“NFL fans are so passionate that they are constantly expressing their love for their team, whether it be through their gear, their football Sunday activities, or their social media outlets,” said Alex Keith, Vice President P&G Fabric Care, North America. “Tide’s ‘Show Us Your Colors’ gives these devotees a platform to celebrate the most pivotal moment of their life as a fan—the time when their colors meant much more than just colors.”

Multi-platinum recording artist Nick Lachey, a big fan of the Cincinnati Bengals has teamed up with Tide to participate in the program. He has uploaded a special photo of him and his newborn son Camden wearing their Cincinnati Bengals gear to share his moment of joy and passion for his team.