CATEGORY

A multi-day, multi-brand fan engagement extravaganza built on-site in NYC’s Bryant Park for Super Bowl Week

 

We were asked to lead PepsiCo’s on-the-ground Super Bowl events as part of a critical overall business strategy with impacts throughout the calendar and the financial portfolio. We worked with the corporate leadership, all of the PepsiCo brands and the NFL to devise, design and execute a huge slate of events. From Pepsi’s Hyped for Halftime on Super Bowl Blvd. to the massive #PEPCITY installation in Bryant Park, we conceptualized and produced Pepsico’s multi-day fan engagement events, the centerpiece of the company’s consumer strategy during Super Bowl Week.

 

#PEPCITY was a 10,000 square-foot experience, including an 80 foot wide by 40 foot high custom-designed geodesic dome, built in Bryant Park’s Winter Village, housing a variety of performance stages and featuring a mix of food, fashion and nightly musical entertainment, all celebrating a century of New York City’s art, music, sports, theater, culture and cuisine and offered to fans free of charge.

 

The #PEPCITY slate included:

  • An entrance experience featuring original art by Snarkitecture
  • Live nightly concert performances by Austin Mahone, Prince Royce, and Ziggy Marley
    A “Taste of PesiCo,” a sampling experience, showcasing food created by celebrity chefs David Burke of Townhouse, Kitchen, Fishtail, and Fromagerie, Marc Forgione of Marc Forgione, and Michael Psilakis of FISHTAG, Kefi, and MP Taverna
  • Live performances from Pippin, Newsies, Motown, Rocky, Mamma Mia!, and Chicago, appearing on stage throughout the day
  • Playwright Lemon Andersen performed an excerpt from his critically acclaimed stage memoir, while flanked by artists Jolt, Valerie Carpender, and Marcela Gutiérrez, all creating original visual art pieces.
  • The passion and rivalry of New York sports was brought to life in a dramatic rap battle between rappers Yonas and Dylan Owen with Hot 97 DJ L. Boogsacting as referee.
  • A model of New York’s ubiquitous living quarter—the diverse apartment building—was explored in a multi-media, multi-sensorial piece titled “Blackout” was presented in five screens, by artist collective Six01, set to an original score and Ziggy Marley remix.