Pepsi Integrates Fans, Foursquare for Fit with SXSW - Event Marketer

Pepsi Integrates Fans, Foursquare for Fit with SXSW

DB_Pepsi_2012 Book
Brand: PEPSI
Agency: TRACK MARKETING GROUP
Awards: EX AWARDS — BEST USE OF SOCIAL MEDIA
Year: 2012

For the South by Southwest Interactive, Film and Music Festival (SXSW) in Austin, Texas, Pepsi set out to drive consumer excitement and buzz in-market while positioning Pepsi Max as a progressive brand. To do that, the company designed the Pepsi Max @ SXSW Lot, an interactive consumer experience in downtown Austin that played host to the brand’s festival activations, offered free Wi-Fi and charging stations (a big deal at SXSW) and featured a digitally tricked-out Pepsi Max delivery truck displaying the latest user-generated content on social media channels.

The brand sponsored happy hours with its digital partners, offered barbecues by local restaurant La Condesa and held games of Max ping-pong and cornhole. Also on the agenda was a game of four square where guests could play with staff from the Foursquare mobile app. The brand also live streamed three sponsored concerts on Ustream and the Pepsi Max Facebook page. Fans who checked in on Foursquare earned a chance to unlock a badge that granted them exclusive access to see shows by Big Boi, Locksley and The Sounds. By following Big Boi on Foursquare and checking into an Austin venue, festivalgoers earned chances to be selected to receive tickets to the concert.

Pepsi Max also provided a stage for six up-and-coming music acts, while creating a participatory concert experience for fans. Fans were able to vote for one of the bands to win the title of most popular band, and the winning act opened for Snoop Dogg at the festival’s finale three days later.

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