FRUKT Backstage

The Pepsi Challenge

From:

Jan 24, 11:18 by Giles Fitzgerald

Bowling for giveaways

What?

Pepsi is donning its shoulder pads and barging past with a massive download giveaway and ad campaign:

  • Pepsi confirms that it will kick off its giveaway promotion with Amazon in February. Promotional codes for tracks will appear on 4B Pepsi packages.
  • Justin Timberlake will promote the above-mentioned Pepsi campaign in a commercial that will air during the Superbowl. Justin becomes ‘magnetised’ to highlight how every sip of Pepsi gets you closer to the music and “stuff” you want.
  • Notoriously flakey American Idol judge Paula Abdul is in talks to perform live during Super Bowl XLII. Abdul will join Tom Petty & The Heartbreakers, Mary J. Blige and Maroon 5 for the NFL Pepsi Smash Super Bowl Concert Series.

So what?

Superbowl adverts cost around $100,000 per second. An impressive spend for Pepsi – but is it really worth it? Pepsi teamed up with Apple in 2004 to hand out 100M tracks, however, the promo only drew in 5M individuals over three months, falling short of the 25M redemption target. An ad at the Superbowl is one act amongst a big circus, attention-grabbing (with 90M watching) but ultimately fleeting, hitting lots of eyes but not necessarily so many pockets.

“Amazon gets a powerful weapon in the battle for share of the download market and Pepsi gets to shift masses of product. In the process record labels are given yet more food for thought in the never-ending process of the re-writing of their business models.”
Cathy Bell, Senior Account Director, Entertainment,TWL

http://pepsistuff.pepsiusa.com

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