Following hot on the heels of its blockbuster 2015 Super Bowl Halftime Show, Pepsi followed up its flagship sports activation with its main music partnership by using the GRAMMYs to launch its new ‘Out of the Blue’ music experience initiative.
Kicking off on GRAMMYs Sunday (8 February) and running for 100 days, the programme will see Pepsi award one fan each day with the music experience of a lifetime.
The soft drinks giant itself describes the programme as an ‘unbelievable, once-in-a-lifetime music experiences that fans can only get from Pepsi – such as backstage passes, artist meet-and-greets, front-row tickets and access to rehearsals and sound checks.’
Thus, from the day of the GRAMMYs on 8 February through to 18 May Pepsi will select one lucky consumer to win a flyaway trip for them and three others to a major music event.
These events will stretch across several significant Pepsi sponsorship properties and branded events – including its SXSW show, as well as a VIP experience at the 2016 Grammy Awards.
The competition mechanics are Twitter-led and are about simple as they could possibly be.
To become eligible, fans simply need to follow @Pepsi on Twitter, take a picture of a any Pepsi drinks product and post it to Twitter using the hashtag #OutoftheBlue.
Pepsi will also release exclusive behind-the-scenes films of its ‘Out of the Blue’ initiative from artists and music events.
And fans entering the sweepstakes will also be able to unlock new videos on a weekly basis at the ‘Out of the Blue’ web hub hosted on www.pepsi.com.
In addition, “Out of the Blue” has teamed-up with Grammy nominated artist Jhene Aiko to act as the programme’s ‘Out of the Blue Correspondent’ which will see her make appearances at events throughout the campaign.
Jhene will also create a range of content for the initial phase of the new Pepsi’s platform – this will range from artist interviews and behind-the-scenes access at shoots, events and more.
She will also use Pepsi’s and her own social channels to try and further drive awareness and generate excitement.
The media support for ‘Out of the Blue’ features a series of TV spots that began airing during the GRAMMYs telecast on CBS with current Grammy nominee Charli XCX performing her single “Doing It” from her album Sucker.
and previous Grammy nominee Fall Out Boy.
Another strand of Pepsi’s Out Of The Blue partnership with the 57th Annual Grammy Awards, the drinks giant and the The GRAMMYs co-released a variety of videos on Grammys night highlighting nominees’ careers and their journeys to the Grammy stage including HAIM,
and Sam Smith.
Pepsi, of course, has long had a rich music marketing heritage and Out Of tne Blue experience looks set to take this tradition and tactic to the next level.
‘Music has always been a critical element of Pepsi’s DNA,’ said Eric Fuller, Director, Pepsi Marketing.
‘We’ve launched ‘Out of the Blue’ to amplify our role in music culture and unite fans around incredible music experiences, which really speaks to our Live For Now mindset.’
The initiative demonstrates that Pepsi understands that music fans engaging with brands want more than a straightforward listening experience – which they can get without the disruption of brand involvement.
By delivering once-in-a-lifetime music experiences that they can only get from Pepsi, the soft drinks brand understands that it is doing something unique for fans that is what makes them willing to enter into brand conversations.