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Pepsi
Welcoming Beyonce to the World's Biggest Stage

RAN IN: United States

CLIENT
PepsiCo

Angelique Krembs - VP, Mktg.
Eric Fuller - Director, Mktg.

AGENCY
Mekanism *Lead Agency

Jason Harris - President, CEO
Tony Benna - Director
Michael Langan - Director
Tommy Means - Executive Creative Director
Caroline Moncure - Assoc. Director, Client Strategy
Andre Ricciardi - Creative Director


SUMMARY

For Pepsis sponsorship of the Super Bowl, we offered the audience the chance to welcome Beyonc to the worlds biggest stage by using their photos to create a fan-made intro. We stretched the ask of submitting photos over several weeks to build buzz, and drive engagement and sharing, turning a Super Bowl ad into an 8-week engagement program. Pepsi traditionally loses the share of conversation to Coca-Cola during the Super Bowl, but on game day Pepsi surpassed Coke for the first time all year as evidenced by its SIM score.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,OOH,TV

Audience: Boomers (45+),Young Men (20-35),Young Women (20-35)

Objectives: Build, defend brand position

Type: Business-to-Consumer

Classification: Local,Regional,National,Multinational

Language: English