George P. Johnson Experience Marketing (GPJ), the world’s leading experiential marketing agency, and client, Pepsi are recipients of the Silver Clio Sports Award in the Design category for their work on the Pepsi Fan Deck at Levi’s Stadium. The Pepsi Fan Deck is part of the San Francisco 49ers new home in Santa Clara, California, and was produced by GPJ in July of 2014.
As a founding partner of the venue and having signed a ten-year sponsorship, Pepsi set out to create the most talked about fan experience at Levi’s Stadium and engaged GPJ to create an attraction within an attraction that would become the stadium’s “must visit” destination. From the moment of entry, GPJ created a connection to the brand that amplified fan engagement: a customized tunnel in the shape of a Pepsi cup. Branded seating and tables, life-sized 49ers player cutouts for photo ops and “12 Pack of Fans” seating with incredible views of the field all add to the immersive and fan-focused experience. A massive Instagram wall gives fans the opportunity to share the experience and win 49ers game tickets and merchandise at the same time.
The project came to GPJ through collaboration with Project: WorldWide sister agency Motive, who have an award-winning partnership with Pepsi, made famous by the Super Bowl ‘Hyped for Halftime’ campaign. Sister agency Spinifex Group also added their digital expertise by bringing the Instagram wall to life.
“The Pepsi Fan Deck is a one-of-a-kind branded environment, which amplifies the fan experience rather than disrupting it. Pepsi is thrilled with the results of our partnership with GPJ on this project,” said Justin Toman, Sports Marketing Director, Pepsi.
“We are extremely proud of this recognition as the Pepsi Fan Deck represents the next generation of high impact sponsor activations being developed by GPJ and our Project: WorldWide sister agencies,” said Kevin Bartram, SVP Sports & Sponsorship, GPJ. “We are continuing to evolve our capabilities in this sector and expect to announce many more cutting-edge venue activations in the coming months.”
GPJ Sports & Sponsorship is working with an array of clients including Pepsi, Under Armour, Anheuser Busch, Honda, BC Place, and the AT&T Pebble Beach Pro Am to create “you had to be there” moments that tap into attendee passion while driving and measuring bottom line results.