- Pepsi is running a series of activations in Las Vegas in support of a recent Wild Cherry campaign and because the soft drink marketer stokes anticipation for Super Bowl LVIII, in accordance with a press release.
- The brand enlisted Zach King, a creator known for his sleight-of-hand tricks, as a part of a takeover of the Sphere, melding the huge outdoor venue with clever video editing. Pepsi can be working with Khaby Lame, the most well-liked TikToker, for on-the-ground experiences and social content within the ramp-up to the massive game on Feb. 11.
- Pepsi at the identical time is catering to individuals who prefer a low-key night in through a Wild Cherry Hotline that fans in select cities can message for the prospect to win products like a branded robe. The strategy aligns with the campaign’s deal with millennials who’ve changing perceptions of what qualifies as “wild” as they grow old.
Pepsi is appealing to 2 extremes of football fandom because it looks to construct momentum heading into Super Bowl LVIII and juice up its Wild Cherry variant. On the one hand, the brand is embracing the “wild” repute of Vegas through outsized activations, including a Sphere takeover and partnerships with top social media stars. On the opposite, Pepsi Wild Cherry’s recent “Get Wild” campaign is targeted at aging millennials who possibly don’t have the energy for a visit to the Strip — or perhaps a Super Bowl party — anymore, hence a hotline rewarding people who find themselves tuning into the match-up between the Kansas City Chiefs and San Francisco 49ers from the comfort of their home.
Other marketers are making the most of Vegas’ glitz and glam image through culinary experiences and even a tech developer-style conference around Super Bowl weekend. Pepsi has gotten a jump on interest within the Sphere through the work with King, whose elaborately staged videos are supposed to feel like a Vegas magic show translated to the TikTok era. In recent ads running on King and Pepsi’s social channels, the creator uses perspective tricks and clever editing to take a sip from the highest of the Sphere, draining it of soda, and drop brightly coloured cherries into the dome-like venue that has change into a magnet for advertisers.
PepsiCo earlier this week struck a deal to change into an official partner of the Sphere, providing food and beverages at concession stands and opening fresh opportunities to be featured on the Exosphere, the glittering, LED-lit shell of the constructing that doubles as a skyline-dominating billboard. The pact expands PepsiCo’s existing relationship with the MSG Family of Companies.
Top TikToker Lame may also attend his first Super Bowl courtesy of Pepsi, with plans to satisfy with the Pepsi Rookie of the Year winner, tailgate with Guy Fieri and hang around with Shaquille O’Neal at a branded diner. Lame, whose silent response videos and signature shrug have led to viral fame, previously starred in a campaign for Pepsi’s Nitro cola.
Those steering clear of crowds in Vegas, Kansas City and San Francisco across the Super Bowl can text “WILDNIGHTIN” to the Wild Cherry Hotline at (844) 833-9215. The first 58 qualifying participants will secure a Wild Cherry robe, a 2-liter bottle of Wild Cherry and other ingredients needed to make a sundae with the flavored cola.
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