Procter & Gamble and NFL announced the launch of «Take it to the House,» the company’s 2010 platform for its official National Football League sponsorship, which began in 2009. The program extends Procter & Gamble’s Official Locker Room Products of the NFL campaign from 2009 and adds multiple elements designed to resonate with football fans of all levels.

«Take it to the House» is embodied through various communication vehicles, including an active social media presence on Facebook. The page will feature exclusive content and tips for fans ranging from in-home game day preparation to fantasy football tips from the P&G Blogger Fantasy League, which is comprised of twelve top sports bloggers playing on NFL.com’s new Fantasy Football platform.

At the heart of the program will be a photo contest that will live on Facebook and include prizes such as «Take it to the House» at-home meet-and-greets with retired NFL legends, annual supplies of select P&G products, a series of $10,000 donations to local health and wellness organizations on behalf of NFL PLAY 60 and a grand prize trip to the 2011 Pro Bowl in Hawaii. There is also a mobile texting program that will allow fans the chance to win other great prizes throughout the season.

Six P&G brands, including Febreze, Gillette, Head & Shoulders, Old Spice, Prilosec OTC and Vicks are featured as top brands in the program and will be promoted through an integrated marketing communications plan that includes consumer engagement elements, public relations activities, a social media presence, retail executions and a charity component in support of NFL PLAY 60, which encourages kids to get 60 minutes of exercise a day. Seven other brands across a number of P&G categories will also have rights to retail initiatives.