Pepsi kicks off NFL season with ‘Are You Fan Enough?’ campaign
Marketing effort to celebrate fan enthusiasm, connect fans with the game all season long
Purchase, N.Y.-based PepsiCo’s Pepsi brand is kicking off the 2013 NFL season by celebrating the passion and excitement that fans everywhere have for the game of football with the launch of a multi-faceted brand campaign titled "Are You Fan Enough?" Pepsi will enhance the fan experience throughout the season by bringing them closer to the teams, players and ultimately the game, according to the brand.
The campaign is the centerpiece of a broader marketing effort around bringing fans special sports and entertainment content and experiences throughout the NFL season. To kick off the campaign, Pepsi debuted a new TV spot Sept. 5 to celebrate the start of the 2013 season.
The advertising creative captures the excitement of experiencing and connecting to the game by showcasing various fans, teams, players and coaches getting ready for kickoff. The ad features appearances by Dallas Cowboys owner Jerry Jones, New York Giants wide receiver Victor Cruz, Detroit Lions quarterback Matthew Stafford, and Pro Football Hall of Famer Barry Sanders.
Together with the NFL, Pepsi also announced during kickoff weekend that musical artist Bruno Mars will perform at the Super Bowl XLVIII Halftime Show on Feb. 2.
"TM Pepsi and the NFL have a rich history of delivering the ultimate fan experiences, and that journey begins at kickoff and carries on through the season, all the way to the Super Bowl and the Pepsi Super Bowl Halftime Show," said Angelique Krembs, vice president for Pepsi Marketing, in a statement. "Through our unrivaled network of sports and music relationships, we are thrilled to unlock even more excitement and passion that fans have for the game. The 'Are You Fan Enough?' campaign seeks to illustrate how Pepsi brings fans together while delivering unforgettable experiences throughout the season."
The "Are You Fan Enough?" campaign will offer engagement opportunities via live events and online experiences. Beginning in Baltimore, Pepsi's 10-stop mobile bus tour will encourage tailgaters to deliver a personal message to their favorite team for the chance to be featured on stadium jumbo-trons during the game. For gaming fans, Pepsi Max's new spot featuring NFL legend Barry Sanders invites fans to unlock a legendary player in the Ultimate Team mode in Madden NFL 25. The new spot is part of a sweepstakes through which fans can enter for a chance to win the grand prize trip to Madden Bowl XX, which includes a meet-and-greet with a participating NFL player. Pepsi also teamed up with the New York Giants’ Cruz and Cincinnati Bengals quarterback Andy Dalton to create digital videos to get their fans pumped for the season.
To help everyone get their game faces on, this year's NFL rookies will ask fans to show that they are fan enough by voting for Rookie of the Week on www.nfl.com, sponsored by Pepsi Next. Diet Pepsi also will ask female fans to highlight their fandom for a chance to win prizes. Throughout the season, Pepsi is encouraging all fans to enter for a chance to win tickets to NFL games, team merchandise, participate in special NFL moments, and get involved in the excitement of the season by using the #FanEnough hashtag.
Agencies that partnered with Pepsi on the "Are You Fan Enough?" campaign include TBWA/Chiat/Day, Los Angeles; Mekanism, San Francisco; and TracyLocke, Dallas.