It’s all about creating hype. Here, it’s about creating hype for an already super hyped event called Super Bowl.
Pepsico has joined hands with US film studio DreamWorks to make available 125 million pairs of Intel 3D glasses in the US of A.
What it means for viewers, they will be able to view the special 60 second 3D trailer of the latest DreamWorks flick “Monsters vs Aliens” and PepsiCo’s SoBe Lifewater which will be aired during Super Bowl.
Pepsi will freely distribute 125 million 3D glasses through its instore displays spread 25,000 locations across US of A. The 3D glasses are made of new technological stuff and not the traditional red and blue glasses. Viewers without the glasses will also be able to view the ad.
Seems like a win win situation for both the parties here. Viewers with or without the glasses will be aware of both the products (thanks to unprecedented mouth publicity and media jagegrment) so recall value for both the movie “Monsters vs Aliens” and PepsiCo as brand will be astronomically high.
On the other hand, since the ad is hyped (and also positioned strongly against competitors) it will get maximum willing and eager eyeballs across US.
Don’t throw away the 3D glasses after the game is over. You will still need it for a special 3D episode of NBC’s hit comedy “Chuck,” airing Monday, February 2, 2009 (8-9pm ET.)
List of local shops where you can get the 3D glasses
A&P Coburn Dollar General Fairway Food Lion Fresh Brands Frys Hy Vee K-Mart Meijers (to be available on the day of the Super Bowl) Kroger Nash Finch Pathmark Ralphs Safeway Supervalu Winnie Dixie. Target (to be available on the day of the Super Bowl) Link