PepsiCo #PEPCITY Offers an Eclectic Mix of Experiences
There were many experiences and structures to compete with during Super Bowl last year in New York City, including the massive Super Bowl Boulevard fan village. To promote its partnership with the NFL during that week and stand out from the crowd of brands, PepsiCo decided to stage a food and entertainment hub under a dazzling dome in Bryant Park, just a stone’s throw from Boulevard madness. The 10,000-square-foot geodesic dome pavilion called #PEPCITY was 46 feet tall and featured a 36-meter-long entrance experience leading in. And it loomed over the skating rink, integrating well with the scenery. The inner surface of the dome featured custom projected media displays, from colorful grids, to dancing silhouettes, to the night’s theme to engage those inside, and attract those outside.
The environment, designed for a live audience of 2,000-3,000 people each day, offered an eclectic mix of experiences: multi-sensory interactions, gourmet food, poetry, architecture, sculpture, music and entertainment. PepsiCo strategically positioned the venue as an entertainment-based alternative to the hundreds of football-related brand activations happening across New York at the time.
Inside the dome, visitors received a pass enabling them to sample creations by celebrity chefs using PepsiCo products and flavors. There was a constant rotation of performances, including an appearance by Tony Award-winning poet Lemon Andersen and Broadway cast members. In the evenings, #PEPCITY became a concert venue, featuring performances from pop-star Austin Mahone to Latino star Prince Royce and Ziggy Marley. One evening served as a charity event and concert in support of the Bob Woodruff Foundation, hosted by comedian and TV personality Jon Stewart.
#PEPCITY boasted 13,000 visitors over the three days. Some 120,000 ounces of PepsiCo beverages and 60,000 portions of custom food creations were served. There were more than 1,400 Instagram postings from #PEPCITY and 7.5 million #PEPCITY-related Twitter impressions. The weather may have been cold, but the results were hot.