As the US sports juggernaut that is the NFL thunders towards a new season, the league’s biggest brand partner PepsiCo launches a season-long competition offering fans a weekly game – offering rewards and prizes from products to Super Bowl tickets – via Snapchat.
Kicking off three weeks ahead of the NFL’s 2017/18 season, US fans buying specially marked Pepsi (20 oz. bottles and 15-pack 7.5 oz. mini-cans of Pepsi) and Frito-Lay products can use their Snapchat app to snap an on-pack code.
They’ll then be randomly assigned an NFL team and, if that team wins their designated game that week, supporters will win a reward.
And, just for playing, all consumers will be entered into a weekly drawing for a set of grand prizes ranging from unique NFL experiences and team season tickets, to VIP Super Bowl tickets.
Prize partners for the campaign also include Papa John’s, Fathead, EA Sports and ESPN Magazine.
Plus, when consumers snap the code and receive their team, they will also unlock a special co-branded campaign Snapchat filter.
While the initiative is being promoted across the brand’s social platforms with content fronted by some off the NFL’s biggest stars,
New reason to that TD? It could get YOU awesome rewards. Grab a Pepsi + snap the code, cause when #TheyWinYouScore https://t.co/CwNG0v2i9e pic.twitter.com/X4BfsALBIu
— Pepsi™ (@pepsi) August 21, 2017
#TheyWinYouScore is for NFL fans who wanna—snap the code on a specially marked Pepsi & you could score big rewards! https://t.co/CwNG0v2i9e pic.twitter.com/87RO4HNvWH
— Pepsi™ (@pepsi) August 18, 2017
New ways to celebrate a win! Grab a specially marked Pepsi, snap the code, get a team, and you could score! https://t.co/CwNG0v2i9e pic.twitter.com/9xp8ffLDcW
— Pepsi™ (@pepsi) August 16, 2017
When your team so could you. Snap the code on a #TheyWinYouScore Pepsi for a chance to score amazing rewards! https://t.co/CwNG0v2i9e pic.twitter.com/JsqviTzui1
— Pepsi™ (@pepsi) August 14, 2017
When you score an #NFLPlayoff touchdown…and then you score another one on your way to a big win. #BreakOutThePepsi #HereWeGo pic.twitter.com/vQJlTDGLld
— Pepsi™ (@pepsi) January 8, 2017
and further details of this season-long digital programme can be found online at https://www.theywinyouscore.com/, it will run entirely within the Snapchat platform.
“The rise of off-the-field games have taken the NFL viewing experience to the next level – and gamified it,” says Frito-Lay senior director of marketing Christina Clarke.
“But snacking is also a huge part of the viewing experience, so we wanted to join the two and offer an engaging gamified digital programme.”
The programme – which aims to encourage repeat purchases, trial and also to drive loyalty – is running now through October 7, and then will return for the NFL playoffs in January.
Comment:
This activation sees PepsiCo gamify specially-marked products by simply adding a Snapcode on the packaging.
Snapchat-ready packaging linking to competitions seems to be the en vogue tactical trend ahead of the new NFL season.
From Tostitos ‘Lucky Bags’ (see case study) and Doritos’ ‘Call The Play (see case study), to Bud Light’s custom can campaign, Snapchat led football initiatives are everywhere.
With various PepsiCo and Anheuser-Busch InBev brands running slight variations on the same marketing concept, the tactical idea certainly isn’t original, but the research must suggest it is going to maximise effectiveness.
The role of Snapchat in such campaigns shows how marketers can leverage the social platform to add a little extra digital/social zing to their activations.
Snapchat seems to be helping drive a mini revivola in the popularity of what were once simply called QR codes (now Snapcodes) as marketers believes access to team-customised social content (like exclusive video and online games) creates a more rounded, robust, interactive fan experience.
This path was perhaps originality lit up by the award winning Gatorade’s ‘Dunk’ Snapchat filter for 2016’s Super Bowl 50 which generated a staggering 165 million impressions – far more than the TV audience for the Big Game.
Links:
Pepsi
https://www.facebook.com/pepsi/
https://www.youtube.com/user/Pepsi
https://www.instagram.com/Pepsi/
NFL
http://www.nflshop.com/source/bm-nflc…
