Marketing Currents - Business and Marketing Current Events

Pepsi activates experiential dance pods at Hersheypark


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.

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Discussion Questions:

  1. What is entertainment marketing?
  2. What is branding?
  3. Why do you think brands like Pepsi align their products and services with entertainment?
  4. What is positioning?
  5. How do you think Pepsi is attempting to position its brand with this campaign?
  6. What is consumer engagement?
  7. How is Pepsi engaging with the consumer with this campaign?
  8. What is experiential marketing?
  9. Based on information from this story, describe Pepsi’s experiential marketing strategy.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.