PepsiCo #PEPCITY Brand Activation
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.”
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, which 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.
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.