Pepsi Pools Athletes for $5 Million Summer Program
Pepsi-Cola Co.’s summer Dream Team brings together baseball and soccer players, auto racers and street-ball hoops players.
Pepsi taps six sports sponsorships for an estimated $5 million, summer-long “Go Pro!” sweepstakes and continuity program that will award a Pepsi Sports Pass good for any game, anywhere, all season long.
It’s the first time Pepsi has pooled its sports sponsorships for a single promotion. The properties range from Major League Baseball and Major League Soccer to Pepsi Racing, Mountain Dew Racing, the Dew Action Sports Tour and the AND 1 Mix Tape Tour of street-ball basketball.
An under-the-cap sweeps puts game codes on packages across four brands: Pepsi, Mountain Dew, Sierra Mist and Lipton Brisk. Consumers enter the codes at Pepsigopro.com or Dewgopro.com (or via text messaging to a Yahoo Mobile account) to accrue points for merchandise such as caps, T-shirts and keychains. Each code doubles as a sweeps entry; 10 drawings throughout the summer will award one Sports Pass good for trips for two to eight regular-season games and two premier events (like a World Series game or Pepsi 400 NASCAR race) among participating leagues and teams. The campaign broke May 2 and runs through August.
Heavy TV—including Pepsi 400, MLB All-Star and MLB Game of the Week programming—radio in the top 30 markets, extensive P-O-P, e-mail to Pepsi and Mountain Dew’s database and online ads support Go Pro! through summer.
