PepsiCo’s objective was to increase trial and usage of the brand in the South Asian community. Ethnicity’s idea was to host the largest live HD-screening of the Cricket World Cup in Canadian history at Mississauga’s Hershey Centre. The perfect match was India vs Pakistan.
The event was a huge success with more than 2,800 fans participating. The event was emceed by the Canadian Indo-Pakistani band, JoSH, who also performed on the night. Fans were able to enjoy over 20 different activations, free giveaways, food, musical acts, celebrity appearances and activities. The campaign was extended online. One lucky fan won the ultimate prize – a pair of tickets for a VIP trip to Melbourne, Australia to see the World Cup finals. The program also garnered $300,000 in earned media.
TVC, Digital Banner, Out-of-Home Ad, Social Media