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PEPSI MAX AT THE V8 SUPERCARS

THE BRIEF

  1. Develop an engaging brand zone at the 2012 ITM400 in Hamilton
  2. Launch Pepsi Max’s major sales promotion for the year – “Cash or Car”
  3. Leverage Greg Murphy and the Pepsi Max Crew racing team

THE CONCEPT

  • Fully branded racing simulators set-up with the Hamilton circuit and the Pepsi Max branded car driven by Greg Murphy
  • Mates could challenge mates and the person with the fastest lap time each day received a free hot lap around the circuit
  • Cash or car prizes on display – the $100,000 Holden HSV E3 GTS and $50,000 cash (Murphy’ised)
  • Daily signing sessions with Greg Murphy
  • Consumers who purchased promotional product on site could enter the competition on the spot with laptops and iPads provided

RESULTS

  • Over 1,000 event attendees raced the simulators
  • Queues all weekend for simulators, signing sessions and photos with the team
  • Pepsi and Pepsi Max sold out from most vendors within the venue
  • Pepsi Max received huge exposure on venue big screens and via “Pepsi Corner” track signage that featured prominently in live TV coverage across NZ and Australia

Contact Brand Spanking

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