Pepsi has turned to mobile to help build awareness before the Super Bowl game with a new iAd campaign that encourages consumers to tune-in during halftime for the soft drinks brand’s sponsored entertainment extravaganza at New jersey’s Met Life Stadium.
The ads, which come in both Spanish and English language versions, are running on Apple’s iAd network within apps including CBS News.
The banner ads themselves flip over at the bottom of the page to feature copy the Spanish and English copy which reads:
‘Get hyped for halftime’.
Viewers are then encouraged to click on a button next to the copy which, when clicked, opens a full-page ad encourages consumers to access branded pre-Super Bowl content via the http://www.pepsi.com/NFl microsite.
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The mobile executions further build on Pepsi’s content-led strategy that the brand has been expanding steadily in the weeks leading up to the NFL’s centrepiece event.
Using an iAd can be an effective method of reaching out to an iPhone audience broadly during an event whilst the target segment are actually plugged into their various devices.
‘Pepsi understands their target market, and they also understand that a good portion of their customers are plugged into devices, especially as it relates to the Super Bowl event,’ says Cezar Kolodziej, CEO/president of Iris Mobile, Chicago.
Late last year PepsiCo become the exclusive food and beverage launch partner for iTunes Radio, Apple’s new iAd-supported streaming radio service which went live with iOS 7.
On iTunes Radio, PepsiCo delivered a range of custom experiences across PepsiCo brands, as well as branded channels within iTunes Radio, reaching millions of consumers on their iPhone, iPad, iPod touch, Apple TV, Mac or PC.
These experiences were primarily used as vehicles to foster discovery of new global artists and highlight connections between music and other pillars of pop culture such as sports.
‘PepsiCo has consistently leveraged music as a growth driver for our brands. We believe that today’s music eco-system allows our brands to play a more active role in supporting artists and engaging music fans,’ said Frank Cooper, Chief Marketing Officer, Global Consumer Engagement, PepsiCo Global Beverages Group at the launch.
‘As Apple continues as the leader of digital music and iTunes Radio instantly becomes a key player in the streaming music space, we view this relationship as an integral part of PepsiCo’s global strategy to provide fans with unique access to the world’s most iconic music artists, as well as a major stage for rising stars within our music portfolio.’
PepsiCo had the only branded channels on iTunes Radio at launch and integrated multiple food and beverage brands from its portfolio into the platform through its umbrella Pepsi Pulse #Now initiative.
Links
Pepsi NFL Microsite
Pepsi iAd Mobile Campaign YouTube
http://www.youtube.com/watch?v=pSgm9Z9Mg2U#t=25
Pepsi Website
