Procter&Gamble, which is the global Olympics sponsor, is launching a new digital campaign dubbed 1 Thank You = 1 Chance to Win as extension on its ‘Thank You Mum’ activity dedicated to support Olympic athletes (the ‘P&G Thanks, Mom’ was launched back in 2010). The effort was kicked off yesterday, March 5, in the UK ahead of Mothers’ Day celebrated on March 18—it is expected to roll across other markets on respective national days.

People are invited to create a video and upload it to the micro site of the activity by sending a ‘thank you’ message to their mums. Procter& Gamble is also offering a chance to win tickets to London 2012 to those who celebrate their mothers this way. Still, it not the only way to win tickets to the event—on its website, the company is giving them out to people, who purchased products  of its brands including Pampers, Oriel, Duracell and many more. P&G has pledged to five away 90% of its 6,000 allocated tickets, which include the best ones, to the Olympic competitions.

The company has recently released an inspirational video titled ‘Thank You Mom Momifesto’ starring athletes, who are achieving their sport goals. The core idea of the video is that ‘They were not born Olympians. They were just raised that way,’ and so any achievement should be dedicated to parents who helped us become winners. The giant also launches a video, «which incorporates a heart symbol the athletes form with their hands, which P&G hopes ‘starts a movement’ beyond the online video,» says MarketingWeek.co.uk. An equation ‘1 smth. = 1smth.’ was used in the name of another activity of the giant (1 Like = 1 Day of Clean Drinking Water), a charitable one, launched in January.

According to MarketingWeek.co.uk, “Print activity will drive traffic back to the digital platform. Additionally, former Spice Girl and Pampers brand ambassador Melanie C will front a major PR push to drive awareness of the digital campaign.”