The contextual story around #PEPCITY can be grouped into both macro and microclimates. The macroclimate in the USA around Branded Live Experiences is characterized by a sustained period of growth and increased investment. As traditional advertising channels face changes and pressures, corporations are seeing greater value in live, branded experiences that generate positive associations and form emotional relationships between consumers and brands. The “millennials” are a great example: avoiding ads at every turn, they are hyper-skeptical of the 'hard sell', making the bid for 'authenticity' and real experiences crucial for effective marketing.

The microclimate: Super Bowl XLVIII would be held in NYC for the first time. Dozens of official sponsors and hundreds of other brands were creating consumer experiences and live events throughout the weeks leading up to the Super Bowl. On 'Super Bowl Boulevard', a temporarily pedestrianized section of Broadway, every major brand associated with the Super Bowl created some kind of consumer activation. So the only relevant question PepsiCo could ask was: How do we stand out and gain share of voice in this packed, super-competitive playing field of braying brands, all yelling at the tops of their voices?

People were drawn to #PEPCITY via a broad mix of tactics. Local and national TV stations and a variety of online/print publications covered the event. A Pepsi/Tostitos activation on Super Bowl Blvd acted as a Trojan Horse, sending traffic from the brand-crowded Blvd to the brand exclusive #PEPCITY. We included a wide mix of talent in the program – celebrity chefs, Broadway performers, poets, artists, musicians, sports and radio personalities – who all promoted the space via social media and official channels. The evening events, featuring pop stars with huge followings, were announced as free, ticketed events to generate buzz.

With lines down the street every day, and over 13,000 visitors over 3 days, #PEPCITY was deemed a spectacular success by senior executives at PepsiCo. 120,000 ounces of PepsiCo beverages and 60,000 portions of custom food creations were served... delivering a unique culinary experience that made consumers think of PEPSICO brands from a fresh perspective.

PEPCITY created incredible social buzz, with over 1,400 Instagram postings and 7.5 million #PEPCITY related Twitter impressions. With each social media post, these attendees became not only participants in the experience, but brand ambassadors for PepsiCo.

“For PepsiCo, we want to move beyond the traditional marketing and advertising play. We need a deeper connection to our customer and that means experiences,” said Jennifer Storms, Senior Vice President of Global Sports Marketing at PepsiCo. “As a proud New York company we want to give back to the Tri-State area. PepsiCo is creating memorable experiences around Super Bowl week and throughout the year globally,” she said.