An exciting, multi-brand activation for Procter & Gamble at the NFL Experience during Super Bowl week generated awareness, inspired consumer engagement, and was a hub for product distribution. “Fumble Frenzy,” a larger than life six-person game rewarded players who recovered the most footballs in one-minute rounds with the chance to win Amazon gift cards and tickets to Super Bowl LIV. Each “Fumble Frenzy” player stepped up to a lever operating a giant helmet branded with a P&G brand including Gillette, Head & Shoulders, Olay, Old Spice, Pampers and Tide. Sports announcers, an emcee, brand ambassadors and cheerleaders managed the crowds, totaling almost 100,000 people, and pumped up the players. In a custom-built sample hub, guests were able to scan QR codes to receive a sample bag filled with P&G products. The set also included the touring “Pampers Airstream” featuring upscale changing and nursing rooms.