Pepsi continues knockout Q1 mobile investment with UEFA content partnership
After a star turn during the Super Bowl, PepsiCo is showing no signs of slowing down on mobile, debuting a user-driven social media content campaign to promote both its zero calorie offerings and the UEFA Champions League.
The food and beverage giant?s #PepsiMoment campaign will ring in its second year of its partnership with the UEFA Champions League, considered the gold standard of European soccer tournaments. The content campaign will roll out across 75 countries ? most of which are already more than ready for the tournament ? as Pepsi tries to further enmesh its brand to the excitement of one of the most prestigious tournaments on the world stage.
"Throughout the year, Pepsi will celebrate a variety of moments ? from the everyday good moments made great, to the truly epic like the UEFA Champions League Final," said Brad Jakeman, President, Global Beverage Group.
The campaign kicked off with a ?superfan anthem film? named We Know How Much It Means, which serves as an introduction to the campaign?s ethos. In it, Pepsi turns the focus to the fans and the moments that stir our passions throughout a game of soccer ? from the tension and banter of the pre-match build-up, through the match itself, all the way to the final whistle.
A still from Pepsi's campaign video
In addition to Pepsi?s homegrown creative, the brand will be broadcasting content via a partnership with media outlets Copa90 and Bleacher Report to its Facebook, Instagram and Snapchat channels. The partnership will create unique online content with various fan creators around the globe expressing their passion for both the UEFA Champions League and the beautiful game.
Pepsi will also be treating fans to a ticket giveaway, which will give fans the chance to pledge just how far they?d go to get their hands on a tickets the UEFA Champions League Final.
In addition to the creative content, branded design will appear across packaging, out of home and in-store for the full Pepsi trademark of blue, black and silver offerings.
Pepsi has been especially active this quarter on mobile, deploying an array of engagements on the platform, making it one of the eminent brands with a presence on users? social media and video feeds.
The campaign will focus on Pepsi's zero calorie offerings
The brand preceded Q1 by augmenting its ties with professional football through a targeted partnership with WinView, an application popular with millennials that allows users to make live predictions on games to win money (see story).
Its most high-profile mobile offerings came about this past weekend as a part of its sponsorship of the Super Bowl Half Time show, which leveraged a slew of mobile tactics leading up to the performance and after, a standout among a crop of relatively mobile-bereft advertisements this year (see story).
"Pepsi is one of the most iconic supporters and longstanding fans of the world?s beautiful game, and this year we?re taking our global football campaign from the pitch to the stands ? celebrating and igniting the contagious passion that comes to life in the fans around us, showing the world how much it means to live and love the game," Mr. Jakeman said.