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Purchase, N.Y.-based PepsiCo’s Pepsi brand released a super fan video featuring the eight winners of its “Dance for a Chance” contest. The winners worked with pop star Beyoncé’s choreographer, Chris Grant, to create a unique video of them dancing to her hit song “Grown Woman.”
Beginning July 4, fans were invited to submit 10-second dance video clips themed after Pepsi’s “Mirrors” commercial featuring Beyoncé. DeMarco Williams of Detroit; Lexi Shryack of Highlands Ranch, Colo.; Dionna Stone of Waldorf, Md.; Anthony Nelson Jr. of Durham, N.C.; Nicholas Locke of Houston; Johnathan Brown of Augusta, Ga.; Katie Lakotko of Windsor, Conn.; and Kendra Oyesanya of Oklahoma City all were selected as winners. In addition to participating in the super fan video, the winners were flown to New York City as VIP guests at Beyoncé’s Aug. 4 “The Mrs. Carter Show World Tour” performance at Barclays Center in Brooklyn as well as a special meet-and-greet with the pop star.
Pepsi’s “Dance for a Chance” contest served as an extension of the brand’s ongoing strategy to connect with fans through entertainment and digital/social media as part of its recently launched “Iconic Summer” program. Throughout the summer, Pepsi will provide access to music, sports and entertainment experiences through its partnerships with musicians, music events, entertainment properties and sports including The CMT Awards and CMA Music Festival; The Gulf Coast Jam in Panama City, Fla.; the MTV VMAs; an exclusive concert series with Clear Channel; the MLB All-Star Game in New York City; and more.