PepsiCo’s Super Bowl 50 Strategy > Activating A Billion Dollar Sponsorship

PepsiCo’s 10-year, $1bn sponsorship deal with the NFL is arguably the biggest annual partnership deal on the planet.

If you’re going to invest eye-watering sums in rights, then you’d best go all-in on activation to maximise their value – and that’s just what Pepsi is doing for Super Bowl 50.

PepsiCo’s Super Bowl 50 strategy obviously has its flagship brand sponsored Halftime Show (this year fronted by Coldplay and Beyonce) at the heart of its activation, but its approach isn’t one formed around a single event on one day but rather a season-long, multi-brand activation that starts back in August and continues after the Big Game itself.

Unsurprisingly for such a mammoth rights package investment (which also includes the NFL’s ‘Pepsi Rookie of the Year Award’ and ‘The Pepsi Fan Deck’ at Levi’s stadium itself), the brand doesn’t wait for halftime, but builds up its leverage through the season: starting with a digital and social slow burn, before steadily amping up on traditional platforms and on-the-ground, before climaxing with live, in-game creative reveals and the Halftime Show itself.

2016’s leverage programme blends pre-game digital work (cyber spend accounting for 40% of the activation budget) led by four separate web show series with an enhanced ground game, in-stadium activation, in-game TV spot surprises, real-time social work that spans a Snapchat Live Story, a Twitter Promoted Moment, custom emojis, plus the Halftime Show itself and much more.

The relationship between the league and the drinks giant actually dates back to the 1980s and the current 10-year package is a multi-brand deal that includes Pepsi, Gatorade, Mountain Dew, Frito-Lay Doritos, Quaker Oats and Tropicana.

 

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