PepsiCo Connects with Consumers During Super Bowl
PepsiCo's relationship with the NFL is among the company's longest running and most successful sports sponsorships. Consequently, PepsiCo leverages its sponsorship with the NFL to connect with consumers throughout the season, culminating at the Super Bowl with exciting activations by the company's largest food and beverage brands. Here's a look at the innovative ways in which PepsiCo extended the fan experience beyond the TV screen to connect with consumers during Super Bowl XLVII:
• First-Ever Crowd-Sourced Super Bowl Halftime Show Intro: Pepsi unveiled the first-ever crowd-sourced Super Bowl XLVII Halftime Show introduction, which starred hundreds of real fans from around the country by using a unique editing technique called "object replacement animation." The first-of-its-kind video used more than 500 frames of beautiful, high-definition photos submitted by real Pepsi and Beyonce fans. Pepsi received more than 120,000 submissions from consumers in hopes of being selected, and chose hundreds of photos for the introduction. The video, which aired on CBS last night in front of more than 100 million viewers, welcomed Beyonce to the stage for the Pepsi Super Bowl XLVII Halftime Show. Fans who want to get a closer look at the fast-paced Pepsi Super Bowl XLVII Halftime Show introduction can view a special frame-by-frame version of the video at www.pepsi.com/halftime.
"Pepsi is thrilled with the overwhelming response and engagement of our fans in creating this year's introduction video," said Angelique Krembs, vice president of Marketing, Pepsi. "We wanted to say thank you to all our fans by sharing these great performances with them online and offering them another once-in-a-lifetime opportunity to be a part of next year's Pepsi Super Bowl XLVIII Halftime Show. We look forward to once again offering fans the chance to get closer than ever to all of the action."
• Consumer-Created Doritos Ads: The Doritos brand gave two fans the opportunity to showcase their filmmaking talent on the world's biggest advertising stage when it aired their consumer-created Doritos commercials during last night's Super Bowl XLVII broadcast. Depending on how the spots rank on the USA TODAY Ad Meter, either fan could win a $1 million bonus prize and the career-changing opportunity to work with acclaimed film director Michael Bay on the next installment of the blockbuster "Transformers" movie franchise from Paramount Pictures and Hasbro, set to be released on June 27, 2014. This marks the seventh year in a row consumers have created Super Bowl ads for Doritos, one of the flagship brands from PepsiCo's Frito-Lay division.
The two ads that aired were (in alphabetical order by finalist last name):
•"Goat 4 Sale" by Ben Callner
•"Fashionista Daddy" by Mark Freiburger
"We've always felt that the Doritos brand should be shaped by its fans, and we're proud to give them this unmatched stage and one of the boldest opportunities possible to spotlight their talents year over year," said Ram Krishnan, vice president of Marketing, Frito-Lay North America. "We are so proud of our finalists and can't wait to see how they stack up on the Ad Meter rankings."
UPDATE: On February 4, 2013, the Doritos brand announced that its consumer-created commercial "Fashionista Daddy," which aired for the first time nationally during Super Bowl XLVII broadcast, scored its creator, 29-year-old Mark Freiburger of Los Angeles, the career-changing opportunity to work with acclaimed film director Michael Bay on the next installment of the blockbuster "Transformers" movie franchise. The grand-prize comes as "Fashionista Daddy" was the highest ranking of the Doritos consumer-created ads on the USA TODAY Super Bowl Ad Meter, scoring a No. 4 ranking.
As the "Official Soft Drink of the NFL," Pepsi was also highly visible at a number of Super Bowl XLVII activities from January 30 – February 3 in New Orleans including:
• First-Ever Crowd-Sourced Super Bowl Halftime Show Intro: Pepsi unveiled the first-ever crowd-sourced Super Bowl XLVII Halftime Show introduction, which starred hundreds of real fans from around the country by using a unique editing technique called "object replacement animation." The first-of-its-kind video used more than 500 frames of beautiful, high-definition photos submitted by real Pepsi and Beyonce fans. Pepsi received more than 120,000 submissions from consumers in hopes of being selected, and chose hundreds of photos for the introduction. The video, which aired on CBS last night in front of more than 100 million viewers, welcomed Beyonce to the stage for the Pepsi Super Bowl XLVII Halftime Show. Fans who want to get a closer look at the fast-paced Pepsi Super Bowl XLVII Halftime Show introduction can view a special frame-by-frame version of the video at www.pepsi.com/halftime.
"Pepsi is thrilled with the overwhelming response and engagement of our fans in creating this year's introduction video," said Angelique Krembs, vice president of Marketing, Pepsi. "We wanted to say thank you to all our fans by sharing these great performances with them online and offering them another once-in-a-lifetime opportunity to be a part of next year's Pepsi Super Bowl XLVIII Halftime Show. We look forward to once again offering fans the chance to get closer than ever to all of the action."
• Consumer-Created Doritos Ads: The Doritos brand gave two fans the opportunity to showcase their filmmaking talent on the world's biggest advertising stage when it aired their consumer-created Doritos commercials during last night's Super Bowl XLVII broadcast. Depending on how the spots rank on the USA TODAY Ad Meter, either fan could win a $1 million bonus prize and the career-changing opportunity to work with acclaimed film director Michael Bay on the next installment of the blockbuster "Transformers" movie franchise from Paramount Pictures and Hasbro, set to be released on June 27, 2014. This marks the seventh year in a row consumers have created Super Bowl ads for Doritos, one of the flagship brands from PepsiCo's Frito-Lay division.
The two ads that aired were (in alphabetical order by finalist last name):
•"Goat 4 Sale" by Ben Callner
•"Fashionista Daddy" by Mark Freiburger
"We've always felt that the Doritos brand should be shaped by its fans, and we're proud to give them this unmatched stage and one of the boldest opportunities possible to spotlight their talents year over year," said Ram Krishnan, vice president of Marketing, Frito-Lay North America. "We are so proud of our finalists and can't wait to see how they stack up on the Ad Meter rankings."
UPDATE: On February 4, 2013, the Doritos brand announced that its consumer-created commercial "Fashionista Daddy," which aired for the first time nationally during Super Bowl XLVII broadcast, scored its creator, 29-year-old Mark Freiburger of Los Angeles, the career-changing opportunity to work with acclaimed film director Michael Bay on the next installment of the blockbuster "Transformers" movie franchise. The grand-prize comes as "Fashionista Daddy" was the highest ranking of the Doritos consumer-created ads on the USA TODAY Super Bowl Ad Meter, scoring a No. 4 ranking.
As the "Official Soft Drink of the NFL," Pepsi was also highly visible at a number of Super Bowl XLVII activities from January 30 – February 3 in New Orleans including:
- The Pepsi Footprint at The NFL Experience Driven by GMC
- PepsiCo Pre-Super Bowl Party
- Fan selected Pepsi MAX NFL Rookie of the Year Award at "2nd Annual NFL Honors"
- "Pepsi 5th Quarter in the French Quarter" Post-Game Party