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bruno-mars-super-bowlThe past week has seen the biggest CPG brands on the planet break out their NFL campaigns for the 2013-14 season. Arguably the biggest dropped from Pepsi over the weekend. Biggest because Pepsi, for all intents and purposes, gets close to owning the Super Bowl.

They own halftime anyway. The brand announced its entertainment (Bruno Mars) and media focus today. Like most CPG brand it ties its league branding initiative to social media. The multi-faceted brand campaign is called “Are You Fan Enough?” It is the centerpiece of a broader marketing effort, according to Pepsi, “around bringing fans special sports and entertainment content and experiences throughout the NFL season.” It started on the Thursday Sept. 5 opening game. The TV creative captures the connection to the game by showcasing various fans, teams, players and coaches getting ready for kickoff. The ad features appearances by Dallas Cowboys owner Jerry Jones, New York Giants wide receiver Victor Cruz, Detroit Lions quarterback Matthew Stafford and Hall of Famer Barry Sanders.

The campaign will offer unique engagement opportunities via live event and online experiences. Beginning in Baltimore, Pepsi’s 10-stop mobile bus tour will encourage tailgaters to deliver a personal message to their favorite team, for the chance to be featured on stadium jumbo-trons during the game. For gaming fans, Pepsi MAX’s new spot featuring NFL legend Barry Sanders invites fans to unlock a legendary player in the Ultimate Team mode in Madden NFL 25. The new spot is part of a sweepstakes, whereby fans enter for a chance to win the grand prize trip to Madden Bowl XX, which includes a meet and greet with a participating NFL player.

Pepsi has also teamed up with NY Giants WR Victor Cruz and Cincinnati Bengals QB Andy Dalton to create fun digital videos to get their fans pumped for the season. In addition, this year’s NFL rookies will ask fans to show they are fan enough by voting for Rookie of the Week on NFL.com, sponsored by Pepsi NEXT. Diet Pepsi will ask female fans to flaunt their fandom for a chance to win prizes. Throughout the season, Pepsi is encouraging fans to enter for a chance to win tickets to NFL games, team merchandise, participate in special NFL moments and get involved by using the #FanEnough hashtag.

Other brands are working social media with the same ending in mind: at the Super Bowl. Bud Light will to host tailgates in each city, and select events will feature Bud Light Build-A-Bars and photo and video kiosk stations. Fans in Carolina, Denver, New York, Oakland, St. Louis and Tampa Bay will also see custom Bud Light six-pack recycling trailers rolling throughout tailgates to collect recyclables and encourage fans to keep their tailgate areas clean for the next game.

The season will culminate at Super Bowl XLVIII in New York, where the brand will once again host the Bud Light Hotel. It will be the fifth consecutive year Bud Light has staged the Bud Light Hotel during the Super Bowl, building it into one of the most anticipated destinations during football’s biggest week. Bud Light will also serve as the exclusive beer advertiser for Super Bowl XLVIII, and Super Bowl XLVIII imagery will be featured on all Bud Light products and packaging beginning in December.

 

 

 

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by Brandon Gutman
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Brandon is an expert connector and seasoned business development professional. As Principal of Brand Approved, he's led the advisory to become the bridge between brand marketers and best of breed service providers that are reshaping the industry.

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