With the objective of driving volumes, Pepsi is cashing in on the Bryan Adam concert by launching a slew of consumer campaigns. Winners get an opportunity to meet singer Bryan Adams, who is hosting a concert in New Delhi on February 7, 2004.
The conglomerate has launched a number of consumer contests, with prizes including a personal meeting with the singer, complementary concert passes, sweatshirts and music CDs.
Pepsi drinkers can participate through a variety of ways - the 'Pepsi-Bryan Adams Road Show Bus' will visit city colleges and youth hangouts; participants are required to sing their favorite Bryan Adams number on Karaoke. An alternate way is by logging onto the Pepsizone on Yahoo.com and answering two simple questions on Bryan Adams and completing a slogan; fans can also participate by sending their answers and completed slogans through SMS to a central number. Pepsi drinkers can also get attractive discount on concert tickets through the Pepsi promotion: 'Concert Cash,' whereby the label of a 2-litre PET and a 500-ml PET would give the consumer a discount of Rs 35 and Rs 15 respectively.
Shashi Kalathil, Executive Director (Marketing), Pepsi Foods, says, "Our commitment to promote music has provided audiences across the nation with opportunities to see the best of performances by international and domestic artists. Bringing Bryan Adams back to India is yet another such effort. Our consumer initiatives are aimed at giving fans a wholesome experience."
Pepsi has always been actively associated with consumer-connect campaigns and has bagged two awards at the All-India Promo Power Awards 2003 for innovative promotional activities.