Airport Sampling and Experiential Program - Pepsi & Frito Lay. Super Bowl Welcoming Engagement

1. Airport Sampling and Experiential
Program
Case Study
Pepsi and Frito Lay

2. Pepsi / Frito Lay & AMI
Super Bowl Welcoming Engagement
Situation
Pepsi’s focus was getting their new product, Pepsi Next, into the hands of football fans, who are a large target market for the brand. As a seasoned Super Bowl
sponsor, Pepsi was aware of its ability to reach this demographic through AMI’s sampling and experiential programs inside of the host city airport. As an official
Super Bowl sponsor Pepsi also wanted to immediately place their brand in front of the eyes of those traveling into the market for the Super Bowl and continue
that message throughout the city.
Tactics
Pepsi sponsored a seven day event that targeted passengers attending Super Bowl XLVII in New Orleans. Using strategic locations to target incoming and
outgoing passengers, Brand Ambassadors engaged passengers and handed out samples of Pepsi Next and Tostitos chips and salsa. Other activations included:
• Eye black giveaways
• Rally towel giveaways
• Branded photo booth integrated into Pepsi’s social media networks
• Surveys to gain valuable consumer insight
Results
Success. We distributed 60,000 samples, reaching a very significant percentage of those traveling through New Orleans for the Super Bowl. Nearly 85% of the
passengers who sampled the Pepsi and Tostitos products were trying them for the first time. Almost three-quarters of those who sampled said they would
purchase the products within the next 30 days. After the program, we provided Pepsi with meaningful, measurable survey data that is invaluable to the brand.