For the average American man, the Super Bowl is a symbol of athleticism, team work, and also a great time to make some side cash betting on whether the Packers will beat the Steelers. For the average American women, the Super Bowl is a great excuse for a party that everyone is sure to attend, and a chance to swap cheese dip recipes. For marketers, the Super Bowl exists solely as a basis for the wonderful commercials and ad campaigns that go along side it.
Pepsi understands this, and had developed a multichannel mobile campaign for the event in order to capitalize on the number of eyes glued to the game. According to Mobile Marketer, the campaign included a mobile website, an application for smart phone users, a scan able QR code for a Pepsi coupon, and an SMS experience. All of these initiatives were publicized on all pieces of advertisement.
A key target group for Pepsi throughout this campaign was Latinos, a group that is accustomed to using digital media on their phones. Pepsi’s goal was to engage them in the Pepsi Super Bowl experience as much as possible. There was actually a specific site made for Latinos in Spanish, and a call to action keyword labeled “FAMILIA”. For those that opted in to the keyword in Dallas, six had a chance to win tickets to the Super Bowl.