Brian O'Toole: Integrated Marketing Expert + People Leader
Brian O'Toole: Integrated Marketing Expert + People Leader
Blending festival style activation with award show marketing for one innovative campaign to launch Pepsi Fire
To help launch Pepsi’s new millennial-focused, limited summer release flavor, Pepsi Fire
Leveraging country music’s official kickoff to summer, the CMT Music Awards, we took a two-pronged approach to this campaign to drive brand and build organic buzz around the Pepsi Fire release.
Understanding millennials highly value experiences, we created festival style events leading up to the awards to fuel a social media marketing blitz among Pepsi’s target audience while leveraging in-show branding to drive mass awareness among highly engaged music fans.
CMT and Pepsi took over the hottest venue in East Nashville to create the Pepsi Fire House: a multi-day activation that celebrated the hottest trends in music and entertainment - headlined by a Facebook Live set with CMT Listen Up artist, Devin Dawson.
These events served as a meeting ground for Nashville’s tastemakers and social influencers, and provided an organic backdrop for over 35 pieces of social content from talent, CMT, and Pepsi owned handles.
Seamlessly integrating Pepsi branding into one of the show’s most talked about awards, Pepsi was at the epicenter of the conversation around the CMT Social Superstar of the Year Presented by Pepsi!
Connecting both phases of this campaign, we created promotional content from the Pepsi Fire House driving fans at home to vote for the CMT Social Superstar of the Year Presented by Pepsi
The campaign generated a 186% Viral Lift through unique engagements and posts from fans and talent, including Keith Urban, Devin Dawson, Maggie Rose, Megan & Liz, and Blaire Hanks, Landon Austin, and Giles Clement.
General conversation surrounding the Social Superstar Award generated 14.7M impressions across Twitter, Facebook, Instagram and YouTube.
The Pepsi Fire House received press pickup from dozens of prominent country radio outlets, including digital editorial coverage. It was also profiled by Nashville’s taste-making bloggers.
I’m excited to invite you into this Pepsi party - so please enjoy Devin Dawson’s Facebook Live Performance from the Pepsi Firehouse in the video below.