The partnership is geared towards millennials
PepsiCo is continuing a tradition of close ties with the NFL in a targeted partnership with WinView, an application popular with millennials that allows users to make live predictions on games to win money.
The partnership is the first sponsorship agreement for the nascent company, and it will give PepsiCo category-exclusivity on WinView Games for the Pepsi brand. WinView will now be introducing advertising into the game with the sponsorship revenue being the source of cash prizes for TV viewers who want to play along as they watch live football on TV.
"Pepsi is pleased to add WinView Games to its commitment to innovation in new platforms that reach core target consumersin this case the young male football enthusiasts that are increasingly harder to reach on traditional television advertising, said Adam Harter, vice president of marketing cultural connections at Pepsi, Inc. This campaign helps to reach our goal to have our brand associated with exciting new products that reflect today's always mobile culture."
WinView Games launched this 2016 football season as a free (and legal) app, which is available on iOS and Android devices. Since its launch, the company claims that tens of thousands of football fans have been playing WinView Games, which targets the 138 million NFL viewing TV sports fan base, providing a unique platform for Pepsi to interact with this largely millennial and highly sought-after demographic.
The game itself is free to play, and works like this: the app pushes live football predictions to NFL fans when the game is on TV, such as, "Will New England complete 2 passes this drive?"
WinView players make a "Yes" or "No" prediction about this question while competing against other fans and friends in each quarter-long contest. The more predictions a player gets right, the more chances they have to win money.
The partnership constitutes a mutually beneficial relationship in the most explicit formwhile PepsiCo gives itself (initially exclusive) access to millennial NFL consumers on the mobile platform, a portion of the advertising revenue from the partnership will go directly into the pot for players of the game, incentivizing more NFL consumers to engage with both the game and Pepsi.
As part of the in-app advertising initiative, the Pepsi campaign commenced in December. The campaign will run through the regular football season where Pepsi ads will appear live within the WinView app on a weekly basis across five NFL games, including Thursday night, three games on Sunday, and Monday night.
The partnership marks the end of an august year for the beverage corporation. Earlier this year it leveraged the excitement surrounding this weekends MTV Video Music Awards by introducing a new mobile-optimized music hub during the show, allowing millennials to enjoy tunes and discover up-and-coming artists through the Shazam-amplified platform (see story
And recently Pepsi gave users old social media posts that originally received no attention a chance to be seen, while also giving to charity and leveraging celebrity meet-and-greets (see story
"As families gather around football during the holidays, WinView Games provides a brand new entertainment experience to get everyone involved in football and come together with a great new social activity," said Tom Rogers, executive chairman of WinView, Inc. "We are thrilled to be working with this iconic brand, as Pepsi is widely recognized as a trailblazer in progressive and strategic digital advertising campaigns.
Moreover, Pepsi's long-time established affiliation with professional football makes this advertising opportunity on WinView Games a natural fit for the duration of the regular football season. We know WinView is a fresh new way to keep people watching football while experiencing the action in a whole new way.
We're excited to bring Pepsi's legions of fans into the WinView Nation."