inVNT, New York Follow Update

  • The Puck Building 295 Lafayette Street
  • New York, NY 10012
  • United States
  • Phone: (+1) 212 334 3415

PepsiCo - "PepsiCo Brand Activation" - inVNT

  • PepsiCo Brand Activation
  • PepsiCo
  • PepsiCo Inc.
  • inVNT
  • United States
  • PepsiCo #PepCity Brand Activation
Product CategorySoft Drinks, Tonics
Media TypeEvents
Length135 Seconds

Story

Vision

In celebration of New York's Super Bowl XLVIII, inVNT created #PEPCITY, a truly memorable multi-sensory experience embodying the best of PepsiCo and New York City-Pepsico's way of giving back to the Tri-State area with a 100-percent-free "gift and thank you."

Creative Perspective

Conceived as an arts and entertainment alternative to the countless sports-related brand activations throughout New York City, #PEPCITY was promoted via local and national TV coverage, online and print media, and a Pepsi/Tostitos activation on Broadway's Super Bowl Blvd that drew audiences into a custom-designed 10,000-square-foot geodesic dome in Bryant Park, where the flavors of Pepsico converged with those of NYC. In an environment activated by art installations and saturated with media, visitors sampled custom dishes created by celebrity chefs (incorporating PepsiCo products) and revelled in performances by poets, dancers, visual artists, rap stars, the casts of hit Broadway musicals, and sports and radio personalities-who promoted the event via social media and official channels. The free, ticketed evening shows, featuring pop stars including Austin Mahone, Prince Royce and Ziggy Marley, generated even more buzz. The eclectic mix of food, art, media, performance, music and entertainment created an "anything-can-happen" experience that surprised and delighted all who visited.

Result

With lines down the street and over 13,000 visitors over 4 days, #PEPCITY was deemed a spectacular success by PepsiCo senior executives. Over 1,400 Instagram postings and 7.5 million Twitter impressions ensured that attendees became not just participants in the experience, but brand ambassadors for PepsiCo.