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Pepsi Max launch Dynamo partnership with London bus stunt

By Gillian West | Social media manager

June 25, 2013 | 3 min read

UK magician Dynamo’s partnership with Pepsi Max has been officially launched with an outrageous stunt that saw the magician levitating on the side of a London bus as it travelled through the city.

Beginning at Millbank and travelling through Parliament Square and Westminster Bridge, hundreds of passers-by watched in amazement as Dynamo hung on the side of the bus.

Of the stunt, Dynamo said: “This is one of the most exciting things I’ve ever attempted. My partnership with Pepsi Max is all about living for now and nothing explains this better than by taking one of London’s most iconic modes of transport and putting a different spin on the journey. The reaction of the public as I was travelling was incredible and it was great to see so many people taking in the excitement.”

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Part of the multi-million pound ‘Live for NOW’ campaign, the partnership sees Pepsi Max and Dynamo encourage consumers to ‘Live for Now’, making every day experiences more exhilarating and will be promoted via a through-the-line initiative including POS and on-pack promotion.

Jonathan Gatward, marketing director at Britvic, explained: “We aim to massively increase awareness of Pepsi Max this summer, building on the growth of this brand by exciting cola drinkers with our latest on-pack promotion and ‘Live for Now’ campaign.”

From July two-litre, 8x330ml, 10x330ml and 600ml packs of Pepsi MAX will carry images of the magician on-pack and offer consumers the chance to win one of hundreds of great prizes, including a car, mobile phones, TVs and thousands of 600ml Pepsi Max bottles.

Using augmented reality app Blippar, the 600ml bottles will also allow consumers to unlock two exclusive and never before seen pieces of magic footage from Dynamo, as well as the chance to win the on-pack prizes. Shoppers entering from the two-litre and 330ml multi-packs can do so via the Pepsi website, where a Dynamo video will reveal which prize they have won or an exclusive piece of Dynamo content.

UK marketing director for Pepsi Max, Sebastian Micozzi, added: “There are lots of synergies between Dynamo and Pepsi Max and this passion for living for the now and making the everyday exhilarating is precisely why we are working with him. Dynamo’s magic will now be at the heart of everything the consumer sees and we’re excited to offer unique ways for fans to interact with Dynamo through a range of exciting activities and promotions.”

Last week Pepsi Max confirmed it was extending its sponsorship with Dynamo’s UKTV show Dynamo: Magician Impossible.


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