The brief was to leverage Pepsi’s sponsorship of the ICC CWC 2015, leading with the Pepsi Max brand, and give both consumers and Frucor customers engaging brand experiences leading up to and during the tournament.
To build hype in the months ahead of the event, we developed a media partnership with NZME’s Alternative Commentary Collective that saw a series of humorous videos created and shared across NZME and Pepsi digital and social properties during the international series that preceded the tournament. Consumers got to make suggestions for an additional video with the best idea being produced by the ACC and the winner getting to attend the semi-final at Eden Park. The videos were also utilised on the big screens at ICC CWC 2015 matches.
During the tournament itself our activity revolved around the Pepsi Max Pavilion, an exclusive grandstand installed at Eden Park for all matches at the venue. We hosted Frucor customers, on-pack promotion winners and a range of other VIPs and influencers. Activities in the Pavilion ranged from cricket trivia quizzes to performances by comedians in the innings breaks.