The recent rise of branded content was driven by the emergence of the millennial demographic. The values held by millennials–uniqueness, authenticity, accessibility– have permeated brand spaces and drives the thinking behind every current campaign in the industry.

The market is inundated with brands vying for the consumer's attention. The true mark of success is being able to cut through the noise and impact the consumer.

All album tracks were previously unreleased records from each artist.

Through a robust PR and social campaign, beginning May 20th, Pepsi premiered individual songs off the album as singles each week on the iTunes store, with accompanying “filmtracks” free to view the same day on www.pepsi.com/thegame, as well as artists’ YouTube or Vevo channels.

All directors were given a choice of songs and 100% creative freedom, only direction was to revolve their story in some way around football, and lift their inspiration from the chosen song.

This resulted in music blogs and tastemakers taking the content viral and extending our reach to our audience even further.

• Media: Massive PR reach earning 3.6 Billion media impressions

• $68MM in Earned Media

• 26MM views (Youtube and Vevo)

• Over 150MM Social Impressions

• Beats of the Beautiful Game short films performed better than previous releases for 6 out of 8 artists.

• All participating artists saw their social presence on Facebook,

• Instagram, and Twitter grow from the time their video premiered through the end of the campaign.

• Artists’ millennial fanbase increased following the release of each short film.