PepsiCo #PEPCITY Combines NYC Flavors at Super Bowl - Event Marketer

PepsiCo #PEPCITY Combines NYC Flavors at Super Bowl

DB_Pepsi_2015 Ex
Brand: PEPSI
Agency: INVNT
Awards: EX AWARDS — BEST EVENT/ENVIRONMENT (CONSUMER)
Year: 2015

To celebrate Super Bowl XLVIII in New York City and thank the Tri-State area for its business, PepsiCo created #PEPCITY, a 10,000-square-foot pavilion erected in Bryant Park. Strategically positioned as an entertainment-based alternative to the hundreds of football-related brand activations across the city, #PEPCITY combined gourmet food with music, art, sculpture, architecture, poetry, Broadway, multimedia and performance, bringing together the many flavors of New York City with the many flavors of PepsiCo.

A 120-foot-long entrance experience led to a 40-foot high by 80-foot-wide custom-designed geodesic dome that formed the heart of #PEPCITY where visitors received passes to sample creations by celebrity chefs as they experienced a rotation of performances, including an appearance by Tony Award-winning poet Lemon Andersen, Broadway cast members performing highlights from hit musicals, rap battles and more. Every evening #PEPCITY became a concert venue featuring attractions such as teen sensation Austin Mahone, Latino star Prince Royce and the iconic Ziggy Marley. Original content, custom graphics and branded animations projected onto the dome awed attendees while the eclectic mix of food, art, media and performance created an “anything-can-happen” vibe that surprised and delighted guests and shed new light on the PepsiCo brand.

More than 13,000 people visited #PEPCITY over three days, consuming 120,000 ounces of PepsiCo beverages. The program generated more than 1,400 Instagram postings and 7.5 million Twitter impressions. Most telling: the lines that formed down the street every day.

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