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Speaking at the launch, DDL’s Brand Executive, Larry Wills, noted that the company takes pleasure in giving back to its consumers. He emphasised that, in 2011, a lucky consumer won an Audi luxury car, and in 2012, another lucky consumer won a BMW Mini Cooper. He added that, in 2012, Pepsi announced a wide ranging global collaboration with Beyonce, and explained that that collaboration would include the development of new content and innovative ways to engage fans, consumers, retailers to benefit both the Pepsi brand and the pop star.
As a brand ambassador, Beyonce has appeared in print and ‘out of home’ advertisements for the Pepsi label. Wills noted that her image would also be in stores and on premises through materials such as shelf promotions, in-store displays, and in-store advertising.
Earlier this year, the company launched the Mirrors TV campaign featuring Beyonce. This spot was one of the first creative collaboration elements of the partnership, and sees Beyonce’s most iconic personalities from her past, including ‘Bootylicious’ Beyonce, ‘Sasha Fierce’, and ‘Crazy in Love’ Beyonce which went head-to-head in a dance off in a mirrored studio.
According to Wills, the Beyonce partnership is the lead example of how Pepsi is pioneering a new way for brands to engage with musical artistes, moving from sponsor to partner. This, he said, creates a creative and commercial collaboration that serves both artiste and brand.
The Pepsi Dream Prize promotion commences today and concludes on September 26, 2013. This initiative gives one Pepsi consumer and a guest the opportunity to see Beyonce perform live at the final show of the Mrs. Carter World Tour, being held in New York this December.
The winner will receive an all inclusive trip for the Music VIP Experience, which includes two VIP concert tickets, a recording studio experience, accommodation at a four-star hotel for four days and three nights, airfare, and spending money.
In addition to the grand prize, there will be weekly draws on Pepsi Fever Friday programmes between 18:30 hrs and 19:00 hrs. This programme will allow consumers to win Sony Headphones, tablets, smart watches and other Sony products. Pepsi supporters will also win Pepsi loot bags and free products.
To enter this promotion, consumers need to purchase any Pepsi product and text the code found under the cap or crown to 677-5000 for a chance to enter.
Customers will automatically receive a confirmation message indicating their entrance into the promotion.
Weekly winners will be selected randomly via a computerised programme.
For the grand prize, some 15 finalists will be shortlisted and placed in a lottery, where they will have to select a box which holds the grand prize. There will also be several consolation prizes up for grabs.
