The contextual story around #PEPCITY can be grouped into both macro and microclimates. The macroclimate in the USA around Branded Live Experiences is characterized by a sustained period of growth and increased investment. As traditional advertising channels face changes and pressures, corporations are seeing greater value in live, branded experiences that generate positive associations and form emotional relationships between consumers and brands. The “millennials” are a great example: avoiding ads at every turn, they are hyper-skeptical of the 'hard sell', making the bid for 'authenticity' and real experiences crucial for effective marketing.

The microclimate: Super Bowl XLVIII would be held in NYC for the first time. Dozens of official sponsors and hundreds of other brands were creating consumer experiences and live events throughout the weeks leading up to the Super Bowl. On 'Super Bowl Boulevard', a temporarily pedestrianized section of Broadway, every major brand associated with the Super Bowl created some kind of consumer activation. So the only relevant question PepsiCo could ask was: How do we stand out and gain share of voice in this packed, super-competitive playing field of braying brands, all yelling at the tops of their voices?

In celebration of the NYC Super Bowl, the mission from the top of PepsiCo was to give a 100% free 'thank you' to the Tri-State area. Strategically positioned as entertainment-based alternative to the hundreds of football-related brand activations across New York, the concept for PEPCITY was to combine gourmet food with music, art, sculpture, architecture, poetry, Broadway, multi-media and performance... bringing together the many flavors of New York City with the many flavors of PepsiCo.

#PEPCITY was housed in a 1,000 square meter temporary structure defined by a 36 meter long entrance experience, leading into a 12 meter high by 25 meter wide geodesic dome that featured custom media designed to engage those inside, and attract those outside. Visitors received a pass enabling them to sample creations by celebrity chefs, David Burke, Michael Psilakis, and Marc Forgione – custom-created dishes using PepsiCo products and flavors as never used before. The culinary experience was then enhanced with custom-designed installations by contemporary artist, Daniel Arsham. Inside the dome, visitors were captivated by a rotation of performances including Tony Award-winning poet Lemon Andersen, real cast members performing highlights from hit Broadway musicals, a rap battle hosted by DJ/Hype man L.Boogs of NYC rap radio station Hot 97, an original Pepsi Hyped for Halftime performance, and an original piece of installation art, curated by artist collective, Six01. Every evening, #PEPCITY became a concert venue; performances included teen sensation Austin Mahone, Latino star Prince Royce, and the iconic Ziggy Marley. One evening was devoted to a special PepsiCo ticketed charity concert in support of the Bob Woodruff Foundation. The event was hosted by Jon Stewart of 'The Daily Show', featured music by country star Blake Shelton and the West Point Glee Club, and included a $1 million donation by the PepsiCo Foundation.

People were drawn to #PEPCITY via a broad mix of tactics. Local and national TV stations and a variety of online/print publications covered the event. A Pepsi/Tostitos activation on Super Bowl Blvd acted as a Trojan Horse, sending traffic from the brand-crowded Blvd to the brand exclusive #PEPCITY. We included a wide mix of talent in the program – celebrity chefs, Broadway performers, poets, artists, musicians, sports and radio personalities – who all promoted the space via social media and official channels. The evening events, featuring pop stars with huge followings, were announced as free, ticketed events to generate buzz.

With lines down the street every day, and over 13,000 visitors over 3 days, #PEPCITY was deemed a spectacular success by senior executives at PepsiCo. 120,000 ounces of PepsiCo beverages and 60,000 portions of custom food creations were served... delivering a unique culinary experience that made consumers think of PEPSICO brands from a fresh perspective.

PEPCITY created incredible social buzz, with over 1,400 Instagram postings and 7.5 million #PEPCITY related Twitter impressions. With each social media post, these attendees became not only participants in the experience, but brand ambassadors for PepsiCo.

“For PepsiCo, we want to move beyond the traditional marketing and advertising play. We need a deeper connection to our customer and that means experiences,” said Jennifer Storms, Senior Vice President of Global Sports Marketing at PepsiCo. “As a proud New York company we want to give back to the Tri-State area. PepsiCo is creating memorable experiences around Super Bowl week and throughout the year globally,” she said.