Airport Sampling and Experiential Program Case Study

Pepsi and Frito Lay

Pepsi / Frito Lay & AMISuper Bowl Welcoming EngagementSituationPepsi’s focus was getting their new product, Pepsi Next, into the hands of football fans, who are a large target market for the brand. As a seasoned Super Bowl sponsor, Pepsi was aware of its ability to reach this demographic through AMI’s sampling and experiential programs inside of the host city airport. As an official Super Bowl sponsor Pepsi also wanted to immediately place their brand in front of the eyes of those traveling into the market for the Super Bowl and continue that message throughout the city.

TacticsPepsi sponsored a seven day event that targeted passengers attending Super Bowl XLVII in New Orleans. Using strategic locations to target incoming and outgoing passengers, Brand Ambassadors engaged passengers and handed out samples of Pepsi Next and Tostitos chips and salsa. Other activations included:

• Eye black giveaways• Rally towel giveaways• Branded photo booth integrated into Pepsi’s social media networks• Surveys to gain valuable consumer insight

ResultsSuccess. We distributed 60,000 samples, reaching a very significant percentage of those traveling through New Orleans for the Super Bowl. Nearly 85% of the passengers who sampled the Pepsi and Tostitos products were trying them for the first time. Almost three-quarters of those who sampled said they would purchase the products within the next 30 days. After the program, we provided Pepsi with meaningful, measurable survey data that is invaluable to the brand.