KATY PERRY PARTERNSHIP RPM para Pepsi

Archivo de publicidades » Promo » Pepsi » KATY PERRY PARTERNSHIP

KATY PERRY PARTERNSHIP

Añadir a la colección
Añadir una nota
Sector Energy Drinks (en)
Media Promo / PR
Mercado Estados Unidos
Agencia RPM
Publicado mayo 2013

Creditos y descripciones

Advertiser: PEPSICO.
Agency: RPM GROUP
Category: Best Sponsorship or Partnership Campaigns
Music/Entertainment Branding: Bozoma Saint John (PepsiCo.)
Cultural Branding: Javier Farfan (PepsiCo)
Senior Marketing Manager Of Brand Pepsi: Justin Toman (PepsiCo)
Partner: Lylette Pizarro (RPM GRP)
Senior Marketing Director: Lila Gerson (Billboard)
Marketing Director: Michael Monahan (RPM GRP)
SVP/Worlwide Marketing Partnerships: Mindy Hamilton (Paramount Pictures)
Executive Vice President/Worldwide Marketing Partnerships: Leeanne Stables (Paramount Pictures)
Founder: Rene Mclean (RPM GRP)

Outcome
The partnership with Katy Perry, Paramount Pictures and Pepsi garnered 627,692,354 in press impressions and positive coverage by mainstream media including MTV, Huffington Post, and CBS News to name a few. Live for Now and Katy were a natural fit together and because of it, the partnership reached thousands of serviceman during Fleet Week and over 51,000 fans through her live-streamed performance in LA. Today, we are working with the USO to still bring celebrate Fleet Week although the event has been cancelled due to federal budget cuts.

Client Brief Or Objective
The Live for Now campaign seeks to get people with the 'now' mindset to grab a Pepsi and amplify the moment by inspiring and inviting others to join them. The objective of the promotional campaign was to partner with an A list music artist to amplify the Pepsi Live for Now message via a media asset exchange.

Implementation
The partnership with Katy Perry, Paramount Pictures and Pepsi garnered 627,692,354 in press impressions and positive coverage by mainstream media including MTV, Huffington Post, and CBS News to name a few. Live for Now and Katy Perry: Part of Me were a natural fit together and because of it, the partnership reached thousands of serviceman during Fleet Week and over 51k fans through her live-streamed performance in LA. Today, we are working with the USO to still bring celebrate Fleet Week and exploring future collaborations with Paramount.

Relevancy
Pepsi is a brand always at the forefront of pop culture and through the Live for Now campaign, they sought to celebrate what's happening right ‘now’ in culture. The partnership with Katy and her film delivered fans an exclusive one-of-a-kind experience, at one of the biggest movie events of the summer, staring one of today’s hottest musical acts.