With the NFL football season starting this week, Pepsi is launching new sweepstakes aimed at football fans via Instacart which will allow a family to stay in a small branded house for the 18 weeks of the NFL season.
The campaign was announced to fans via display ads on Instacart beginning this week. “It’s really about trying to connect food and Pepsi together and reminding consumers how much better food tastes with Pepsi,” said Todd Kaplan, CMO at Pepsi.
Since Instacart delivers groceries every week, Pepsi wanted to appeal to Instacart users and play into the idea of meeting those fans at home, according to Kaplan. “We made a strategic decision to really focus on fans and the fan experience of watching at home, which is really endemic to our product experience, we’ve really seen fans embrace it,” he said. -he declares.
It’s unclear how much of Pepsi’s advertising budget is allocated to this campaign, as Kaplan wouldn’t share budget details. According to data from Kantar, PepsiCo. has spent just over $161 million so far in 2022 on advertising efforts, which is less than the $673 million spent in 2021. These numbers do not include social media as Kantar does not track these numbers. Apart from Instacart, the contest commercial can be seen on social platforms such as YouTube, Instagram, Twitter and CTV.
“Contests and sweepstakes are certainly a great way to build consumer engagement and preference, and Pepsi pairing trending experiences (i.e., tiny houses) with popular athletes is a smart way to entice consumers to purchase the soft drink,” said Adam Dornbusch, Founder/CEO of EnTribe.
Pepsi isn’t the only brand reaching football fans just in time for the NFL season. Hand sanitizer brand DTC Shimmy used OOH marketing working with Gillette Stadium, and ESPN’s campaign to attract fantasy football players were recent initiatives to prepare fans.
Pepsi will also offer additional consumer engagement opportunities, digital and linear content, as well as local and national activations throughout the NFL season to deepen the emotional connection it has with consumers, Kaplan said. .
“We know that our consumers watch football. We know our brand is synonymous with unapologetic tech fun. And we really want to understand how these fans shamelessly appreciate their vision of football. And we’ve seen it year after year every year,” Kaplan said.