Pepsi Swings Into Cubs Sponsorship With a Photo Op - Event Marketer

Pepsi Swings Into Cubs Sponsorship With a Photo Op

DB_Ex 2017_Guerrilla or Street_Silver_Pepsi
Brand: PEPSICO
Agency: TRACK MARKETING GROUP
Awards: EX AWARDS — BEST USE OF GUERILLA/STREET MARKETING
Year: 2017

Pepsi’s #HeyBatterBatter photo activation capitalized on the Chicago Cubs’ playoff run to create excitement around Pepsi’s partnership as the Official Soft Drink of the team. The photo op featured four oversized seats inspired by the section of seats in Wrigley’s Field located beneath the scoreboard known as the “Batter’s Eye” seats and a replica scoreboard. Fans posed and uttered the phrase, “Hey, Batter, Batter,” made famous in a scene from “Ferris Bueller’s Day Off,” then posted the photos for social sharing. The experience traveled to key Pepsi accounts across Chicago.

In March 2016, Pepsi became the Official Soft Drink of the Cubs, which includes in-stadium advertising at Wrigley Field and a batter’s eye bleacher façade featuring the Pepsi logo. The #HeyBatterBatter photo installation encouraged fans to snap photos and videos with a six-foot-tall replica of the batter’s eye seats and 10-foot-high scoreboard while saying the famous phrase for a chance to win tickets to that night’s Cubs playoff game and secondary autographed Cubs prizes.

Fans shared on Instagram, Twitter and Facebook using the hashtag #HeyBatterBatter while tagging @Pepsi and
@Cubs for a chance to win on the spot. The activation scored 885 consumer engagements, and more than 750,000 impressions.

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