Strategic Objective: Increase relevance among millennial consumers on select Pepsi pour campuses. Success at this main challenge would accomplish the brands threefold objectives of increasing on-campus brand awareness, driving C&U retail sales and building long-term customer loyalty with the target millennial demographic at select universities.
Solution Overview: We created a multifaceted campaign that offered unique game day sampling opportunities along with a highly sharable and memorable on-campus stunt series designed to get an entire arena on their feet and singing to the beat.
The onsite game day “Tailgate Experience” included product sampling backed by a live performance stage where student tailgaters could join the school marching band for a sharable fight song karaoke session along with socially charged school spirit squads who were outfitted in school colors and accompanied by school mascots as they distributed Pepsi samples and team-spirit game day premiums including foam fingers, fan flags, thunder sticks and apparel. The on-campus stunt series dubbed “Pepsi’s Sing-Along-Fight-Song” stitched hundreds of student fight song performances together into one collage performance that played on stadium jumbotrons during home games and spread virally through social channels for friends and followers to see. Roving ‘On-Quad-Pep-Squads’ were also on hand to help drive additional sampling activity from custom 3-wheeler bikes that were tricked out in school colors, featuring team mascots, along with 2-wheeler bikes pulling custom trailers displaying the schools fight song lyrics. The program was an overwhelming success achieving all objectives and surpassing all brand lift expectations. With a total of 28 home games, the program yielded 1MM+ onsite brand impressions, engaged 20,000+ participants and generated 1MM+ additional impressions from the in game fight song videos on the stadium jumbotrons.