Pepsi
Britney Spears Sponsorship
6 - 9 week tour legs
35-50 cities a leg
Average audience 10,000/day
The soda wars are real and Pepsi is always on the cutting edge with the biggest pop stars as endorsers. Pepsi's goals were to connect with the tween, teen and parents demographic, as well as increase their visibility in each market in the ongoing fight for the #1 slot in the soft drinks category.
Pepsi sponsored Britney's
"Oops I Did It Again" and
"Dream Within A Dream" tours.
Their team wanted a fun way to interact with tweens and their parents as they entered the venue for the show.
Pepsi lounge included:
- 45 foot wrapped tour bus as the backdrop. Negotiated space in the front of every venue.
- Sony Playstation kiosks set-up to win prizes for completing "Britney's Dance Dance Revolution" game.
- Britney/Pepsi co-branded temporary tattoo's were applied.
- Polaroid picture with a life size cut out of Britney holding a Pepsi
Walmart retail stops
The tour bus rolled into Walmart parking lots in select cities. The above activation was set-up next to a radio station van and live broadcast. The radio station did ticket and merch giveaways. Walmart put Pepsi displays front and center of their store entrance for the week Britney was coming to town.
VIP sound check party
Pepsi invited high performing clients from grocery store chains and retail stores to watch Britney's soundcheck, which included a catered meal afterwards for VIPs to enjoy while waiting for the show to start. Kids were kept busy with Britney Karaoke, Sony Playstation "Dance Dance Revolution" to win prizes.
6 foot banners
10-20 banners were placed around the arena. This required negotiating placement in Coca-Cola sponsored venues, which included Madison Square Garden and MGM Grand in Las Vegas.
Choreographed pre-show lighting
Pepsi logo gobos were placed in automated par cans that projected on the back curtain and made their way around the venue and twirled down the cat walk of Britney's stage. This was for a duration of two hours as the audience filled the arena.
Audience participation ticket upgrade
Pepsi hired Britney's drummer to go on stage and do a Pepsi rap. He did a call and response getting the entire arena to shout Pepsi several times and then announced two pairs of seats that were located far away to upgrade to the floor section.
M&M'S MINIS
Rugrats A Live Adventure Sponsorship
1 year tour 65 cities
3 days to 1 week in each city
Multiple shows a day
Average audience 3,000/show
M&M's partnered with Nickelodeon to create limited edition Rugrats packaging for their M&M's Minis, which was a fairly new product. They used the most popular children's animation as their conduit to both the young demographic and their parents.
M&M's Minis tube couch contest:
A nationwide contest was held to win six front row seats in a couch designed like an M&M's Minis tube. Kids needed to bring bags of empty Minis tube containers to the box office.
- Coordinated with each venue to have a space for the couch. Sometimes required taking out seats.
- The family was greeted with a goody bag of merch after they were seated.
M&M's Minis sold at venue concessions:
Negotiated with each venue to have M&M's Minis available to purchase at their concessions stands. Minis did not come in concession size and they were not sold through the venue distributor. This required asking the venue to purchase the product at COSTCO. 100% of the venues participated.
Radio City Music Hall sold only M&M products at their concessions for the two week run of the show.
Yellow and Red concourse stroll
2 people were hired in every city to wear a Red and Yellow character costume. They strolled around the concourse of the arena shaking hands, giving hugs, and taking pictures.
Intermission contest
Removable stickers were placed under 2 pairs of seats. During intermission audience members were told to look under their seats for the sticker and to retrieve their reward at the merch stand. Negotiated merch items and pricing with merchandise company and made arrangements for inventory and invoicing.
M&M's Minis Day
When we arrived in New York City we immediately packed up all the Rugrats characters for a special meet and greet with Mars employees families at the their headquarters in Hackettstown.
6 foot banners, balloons, "M" character cut outs
Banners and character cut outs of Green, Yellow, and Red were placed above entrances and along banisters on the concourse. Minis "swarm" of balloons were place at every concession stand.
*Radio City Music Hall included a 25' Blue "M" in the balcony of the lobby and a 9' Minis tube with a "swarm" of Minis balloons.
*The Meadowlands included (4) 25' "M" characters outside on each corner of the arena. This was not in the contract but once we had them, I negotiated to put them up at as many venues as were left on the tour itinerary.