Pepsi to Launch Biggest Promotion Ever During Super Bowl

This past weekend was our first one without football in quite a while. Its always a sad reminder that the season is over...for most of us anyhow. The Patriots and the Giants are the only two teams left with now less than a week away from playing in Super Bowl XLII. The hype for this big game and the marketing associated with it just keeps on rising, so I thought I might as well continue writing about it.

Another PepsiCo brand that will be joining Frito-Lay and its Doritos Brand with advertising time during this year's Super Bowl is Pepsi who is planning to use the event to launch its biggest promotion ever. Justin Timberlake will star in a Pepsi Stuff commercial called “Magnetic Attraction” filled with him performing a number of wild stunts showing how every sip of Pepsi gets you closer to the music and “stuff” you want.

“Justin Timberlake is one of the biggest stars in the world, what better way to launch our biggest promotion ever than with him on the Super Bowl,” said Cie Nicholson, SVP and chief marketing officer, Pepsi-Cola North America.

The Pepsi Stuff interactive promotion is a partnership with Amazon.com where consumers can download DRM-free MP3 music. Four billion specially marked Pepsi packages will allow people to collect points and redeem them for music from Amazon MP3 that can be played on virtually any digital portable device (including iPods), organized in any music management application, or burned to a CD.

“We are excited to team up with Pepsi and reward millions of Pepsi Stuff participants with high-quality DRM-free music downloads from major and independent labels, playable on virtually any device, and an easy downloading experience that doesn't require special software,” said Bill Carr, Amazon.com Vice President for Digital Music and Movies.

Beginning February 1, consumers purchasing Pepsi products can “bank” their points on PepsiStuff.com and redeem them for prizes including the music downloads from Amazon MP3, as well as electronics and apparel. Five points earn consumers one MP3 song download from the libraries of EMI Music, SONY BMG MUSIC ENTERTAINMENT, Warner Music Group and tens of thousands of other music labels.

“Pepsi Stuff gives consumers choices – many choices: from the prizes they select, to the music they want to hear, to the device they want to play it on,” said Cie Nicholson, SVP and chief marketing officer, Pepsi-Cola North America. “We're also broadening the prize pool to include Amazon Unbox TV downloads, electronics, apparel, DVDs and CDs. We're offering up to $1 billion in prizes, making this the largest promotion we've ever done.”

Participants can also enter a daily sweepstakes for the chance to win trips to events like the Super Bowl, the MLB All-Star game and the Daytona 500, as well as for cash and many other big prizes.  Consumers may sign up now to be reminded when the promotion begins at pepsistuff.com.

Last week Pepsi starting promoting the campaign with a 60-foot inflatable robot monster that could be seen on the streets of New York City including at Penn Station and then stopping in Times Square. The “Pepsi Stuff Monster” used street teams that laid down the monster’s “tracks” (large robot footprints) along with giveaways that included CDs, DVDs, hats, shirts, belt buckles and many envelopes containing access codes for the music downloads.

The Pepsi Stuff Monster is now in Glendale AZ, where it is part of the Super Bowl Week entertainment set up around the University of Phoenix Stadium. An animated version will appear in a Pepsi TV spot launching some time after the Super Bowl where it will show up anywhere people are drinking Pepsi to hand out free music and gear.

Zoom Media and Marketing executed the New York City Monster experiential part of the promotion. The advertising campaign, which includes TV, radio and outdoor, was created by BBDO NY and TracyLocke, Pepsi's promotional agency of record, also has been instrumental in the development and ongoing execution of the program. For a campaign this huge the integration into all communications is key to its success and it appears that Pepsi has gotten all it's team players on board to do just that.

Comments

[Desmond Haynes]

Loved you posts; have linked it from @ http://superbowl-2008.blogspot.com/