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# Interactive Multi-Brand Ads
Procter & Gamble's Super Bowl Ads Will Be Influenced by Viewers

By Laura McQuarrie | Published 2020-01-31 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/procter-gambles-super-bowl
References: [adage](https://adage.com/article/special-report-super-bowl/its-procter-gamble-super-bowl-ad-tide-returns-along-crowd-shaped-corporate-spot/2230371)

This year, several Super Bowl advertisers are introducing interactive elements to their commercials and one of [Procter & Gamble's](https://www.trendhunter.com/trends/champions-clubhouse) Super Bowl ads will be influenced by viewers. P&G owns brands like [Head & Shoulders](https://www.trendhunter.com/trends/usa-gymnastics), Charmin, [Mr. Clean](https://www.trendhunter.com/trends/instacart-super-bowl) and Old Spice, and these brands will be coming together as part of a multi-brand spot.

In partnership with Eko, P&G created an interactive website where visitors can vote to determine how the commercial plays out. With the first-of-its-kind experiential ad, P&G Chief Brand Officer Marc Pritchard says that "people will essentially create what will run in the fourth quarter.” The story of the ad is based around a messy surprise at a Super Bowl party and fans will get to determine how to deal with the mess.

Image Credit: P&G

## Trend Insights (Trend Hunter)

- Score: 5.3/10
- Popularity: 74% | Activity: 76% | Freshness: 9%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: North America

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive)

## Key Themes

### What Makes This Trend Stand Out

- **Interactive Multi-brand Ads:** Create engaging ad experiences by incorporating interactive elements and user participation.
- **Viewer-influenced Advertising:** Allow viewers to have a say in the outcome of commercials through voting and interactive platforms.
- **Experiential Branding:** Utilize immersive storytelling and user engagement to create memorable brand experiences.

### Sectors Adopting This

- **Advertising:** Incorporate interactive elements into ad campaigns to captivate audiences and increase brand engagement.
- **Consumer Goods:** Utilize viewer-influenced advertising to gather consumer insights and enhance brand loyalty.
- **Marketing Technology:** Leverage interactive platforms and experiential branding techniques to create innovative marketing campaigns.

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