Dive Brief:

• P&G and Publicis New York created an art installation of more than 43,000 balloons and used drones to film a 360-degree immersive journey intended to depict how far a drop of Fairy washing liquid goes, as reported by Mobile Marketing Magazine.
• The video is posted on Fairy's Facebook page with the goal of bringing the experience of using the product to life. “We hope consumers enjoy ‘playing’ and exploring the bubbles installation online via 360 technology, while seeing the big impact a single drop of Fairy can make,” said Victor Leal Negre, global brand director for P&G’s Dish division, in the Mobile Marketing Magazine report. 
• The brand also posted a making-of video on YouTube, showing how the art installation was built. 

Dive Insight:

At a time when brands and marketers have been testing out cutting-edge virtual reality technology and even the more scaled back 360-degree video to put consumers in the middle of an immersive product experience, P&G took the idea of immersive very literally by creating an exhibit that consumers can actually physically interact with. The promotion is both fun for visitors to the exhibit and also attention-grabbing for P&G.

By leveraging 360-video, Fairy is extending the experience online while the making-of video underscores how, as brands become more creative with immersive video technology often through elaborate productions like the Fairy installation, there is interest in the behind-the-scenes efforts required to pull off something like this. 

Finding creative ways to leverage video has been a focus for P&G. During the holidays, the Febreze “#12Stinks of Christmas” campaign featured a music video showcasing unwanted holiday odors and how Febreze can tackle them in a take-off on "The 12 Days of Christmas."

Lately, P&G has been getting a lot of attention for the statements around digital advertising by its Chief Brand Officer, Marc Pritchard. In January he sparked an online ad industry-wide conversation after putting digital ad platforms on notice that they until the end of the year to implement MRC accredited third-party validation of viewability metrics or risk losing P&G’s business.

Currently, Google is the only platform on track to meet the deadline, although Facebook is also in the process of gaining MRC accreditation. Most other platforms, including major digital ad players like Twitter and Snapchat, are not expected to meet P&G’s end-of-year deadline.