• June 12, 2012

Procter & Gamble's Duracell has signed a multiyear sponsorship with the National Football League as the “Trusted Battery Power of the NFL.”  The company has also signed with All-Pro linebacker Patrick Willis, who plays with the San Francisco 49ers. The move is to promote the new Duracell duralock power preserve batteries. The company says they are guaranteed to stay powered for up to 10 years in storage.

Willis will play a role in the integrated marketing program, from retail, digital and creative to social- and event-based initiatives, per the company. The social-media side of the campaign started last week, with a Twitter effort in San Francisco where people could tweet using hashtag #PatrickPower to ask Willis to do tasks that require reliability and power. Willis did some of the jobs -- hauling furniture and carrying groceries. Duracell posted the shots on its Facebook page.