Pepsi's Pop Open Music Program Targets Millennials - Event Marketer

Pepsi’s Pop Open Music Program Targets Millennials

2016 Ex_EX_Entertainment_Pepsi2
Brand: PEPSI
Agency: MOTIVE
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2016

What if the simple act of popping open a can of Pepsi could score you free tickets to the summer’s hottest concert events? This was the premise for Pepsi’s Pop Open Music program, an integrated effort that encouraged millennials (and the young at heart) to download a Pepsi Pass app and then enter codes from Pepsi products to see if they won tickets to thousands of concert events being given away every hour—all summer long.

Four events—the Michigan Cherry Festival, the MLB All-Star Game, Ohio bottler G&J’s 50th Anniversary Celebration and a private performance with country star Dierks Bentley—served as the marquee experiences of the 360-degree program, ultimately delivering thousands of one-of-a-kind engagements to consumers, and contributing to a total of more than 150,000 music experiences for fans and the distribution of more than 200,000 samples.

Pop Open Music went live July 4-11 at the Michigan Cherry Festival in Traverse City, MI, with a 40-foot by 40-foot Pop Open Music tent that invited consumers to play a variety of music-themed games and sample an assortment of Pepsi products. Games included the Amp Plug-In, where players had 45 seconds to “get the band ready” by plugging a series of tangled input cords into an amp before the clock ran out. At a Pepsi Turntable, players spun records to try and match up needles with winning segments on the vinyl. Throughout the eight-day festival, the top on a giant Pepsi bottle would pop off, sending hundreds of blue prize balls flying and rewarding attendees with cool swag including LiveNation Concert Cash, Bose headphones and VIP tickets to nightly shows on the Pepsi Bayside Music Stage (50,000 consumers engaged with the footprint and 4,000 prizes were given away).

From July 12-14 Pepsi invaded the 86th MLB All-Star Game in Cincinnati with its 140-foot by 30-foot All-Star Summer Block Party, a pop-up concert stage featuring regional music acts and nine different engagements for fans.

Then, to thank its denizens for 50 years of support, on July 28 Pepsi and local bottler G&J produced a free one-day music festival in the heart of Columbus, OH, complete with a live performance from Grammy Award-nominated rock band Bastille. Food trucks, games, tattoo stations, live lip-sync battles, two oversized Pepsi bottles shooting prize balls and a hospitality tent for 300 VIPs rounded out the appreciation event for more than 10,000 guests.

Finally, a partnership with grocery store Kroger that had cities across America competing for a winners-only Dierks Bentley concert marked the last marquee event in the campaign, which was held at the iconic Fillmore Detroit. Photo ops with Bentley, free Pepsi and a snack-filled gift bag added to the experience for the intimate crowd of 1,100 fans.

Cracking open a cold Pepsi never sounded so good.

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