Competitive Edge - Sports & Entertainment Marketing News

Pepsi’s summer campaign taps Bad Bunny and QR codes — and the first-party data that comes with them


PepsiCo is partnering with Bad Bunny to achieve the ultimate summer vibes, with QR codes and, ultimately, first-party data as key parts of the beverage brand’s summer campaign.

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Discussion Questions:

  1. What is celebrity endorsement?
  2. What is influencer marketing?
  3. Which might best describe the Pepsi’s relationship with Bad Bunny?
  4. What is a marketing campaign?
  5. Why do you think Pepsi would want to partner with Bad Bunny for its summer marketing campaign?
  6. What is digital marketing?
  7. How might QR codes represent an example of digital marketing?
  8. What is consumer engagememtn?
  9. Why do brands use QR codes as a marketing strategy?
  10. How might QR codes help to boost levels of consumer engagement?
  11. What is cross promotion?
  12. Why do you think Pepsi partnered with Apple Music for this campaign?
  13. Based on what you learned from this news story, describe how Pepsi will use QR codes as part of their summer marketing campaign.
  14. Why is consumer data important to businesses and brands?
  15. What is first party data?
  16. How might this campaign help Pepsi and Apple to capture first party data?
  17. How might that data be used in the future for marketing purposes?
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.


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