Pepsi’s latest campaign builds on its musical heritage and combines several pre-pandemic tactics to drive fan engagement at a popular amusement park. Since 2013, the soda brand has been the official sponsor of the Super Bowl Halftime Show and has partnered with a range of popular musicians through additional campaigns. This latest effort sees Pepsi hoping to further establish its musical connection among consumers.
Click here to read the story at marketingdive.com.
Discussion Questions:
- What is entertainment marketing?
- What is branding?
- Why do you think brands like Pepsi align their products and services with entertainment?
- What is positioning?
- How do you think Pepsi is attempting to position its brand with this campaign?
- What is consumer engagement?
- How is Pepsi engaging with the consumer with this campaign?
- What is experiential marketing?
- Based on information from this story, describe Pepsi’s experiential marketing strategy.