This season two PepsiCo brands, Pepsi and Tostitos, the Official Sponsor and Official Chip and Dip of the NFL, have linked to are offer football fans across the USA a chance to experience the game like never before in the form of ‘Unreal NFL Experiences’.
The experiential program, based around a campaign-specific joint microsite at https://www.pepsiandtostitos.com/ offers fans a chance to ‘Win Unreal NFL Experiences’ from being on the sidelines during games, hanging out with the players pre-game in the tunnel or going to the official Draft Party.
The initiative, which runs from the start of the season to 2 January 2017, offers football lovers unparalleled experiences based around favourite aspects of the game.
Supporters can enter the weekly sweepstakes simply by visiting PepsiandTostitos.com, while also being able to redeem NFL merchandise (ranging from branded team gear to game tickets) via on pack codes.
The flagship experiences on offer include:
Super Bowl LI Experience >
Two lucky winning fans will win a trip to Super Bowl LI and attend team warm ups from the sidelines. Following the game, the winner and their guest will have exclusive access to return to the field for the post-game trophy presentation with the Super Bowl Champs.
Drew Brees Experience >
A winner and guest will have the once-in-a-lifetime opportunity to travel to New Orleans and learn the ins and outs of being a NFL quarterback fromDrew Brees himself, while enjoying a fun throwing session out on the football field with the former Super Bowl MVP.
EA SPORTS Madden NFL Experience >
A fan and their guest will take a trip to the Madden NFL studio in Orlando for a behind-the-scenes tour featuring early access to an upcoming release and a chance for their likeness to be included in the game.
International Series Experience >
A winning fan and guest will travel across the pond to see the NFL’s International Series game October 30 and enjoy a three-course meal at the world-renowned Wembley Stadium before watching the game from seats at the 50-yard line.
In addition to providing a fan the experience of a lifetime, NFL Quarterback Drew Brees is starring in a ‘Drew & Me’ online content series highlighting the program.
The digital content features the quarterback enjoying Pepsi beverages and Tostitos’ Hint of Jalapeño tortilla chips.
The activation is being promoted across traditional channels – such as 30- and 15-second TV commercials,
as well as across social and digital channels.
— Tostitos (@Tostitos) May 13, 2016
In selected markets, custom NFL team branded packaging is also rolling out.
— Tostitos (@Tostitos) August 13, 2016
‘Football fans love the game and the experiences around it – whether they’re tailgating in the parking lot or at home enjoying the game with their favorite Pepsi beverages and Tostitos snacks,’ said Jeff Klein, vice president of marketing, Frito-Lay North America.
‘We are bringing our fans experiences they typically only dream of, from tossing the ball around with Drew Brees or helping team captains with the coin toss, these experiences offer our fans the opportunity of a lifetime.’
Tostitos sits within Frito-Lay North American division and is just one of the suite of brands belonging to the parent company PepsiCo’s multi-product NFL sponsorship portfolio.
It was back in 2011 that PepsiCo renewed its 28-year NFL alliance with an extended 10-year, $1bn partnership that spans Pepsi Max, its flagship soft drink, plus Gatorade, Tropicana, Quaker Oats and a several other brands in the Frito-Lay division, like Doritos, too.
As the NFL is the USA’s top sport, in terms of fans, glamour and excitement, it is little wonder that this year we have seen several sponsors refocus their activation around brand/property-relevant unique football experiences.
New sponsor Ford’s truck tailgating experiences is another stand-out example of this 2016/17 season approach (see case study).
Pepsi & Tostitos Web:
Frito Lay Web:
Frito Lay Snack Chat blog:
Frito Lay Twitter:
NFL Game Pass:
NFL Mobile App: