Leads Summer Marketing Campaign of Movie and TV Tie-ins

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BOSTON ( -- With a unique $1 billion TV game show giveaway as a centerpiece, Pepsi-Cola Co. today unveiled its upcoming summer marketing plans that include new products, and movie and TV show tie-ins.

The billion-dollar game show, titled, appropriately enough, Pepsi Play for a Billion, will be the first game show ever to offer as much as $1 billion to a single winner. The show is scheduled to air in September, and Pepsi is kicking off a "Pepsi Play for a Billion" promotion starting May 1. One thousand contestants will be selected through a Pepsi sweepstakes for a chance to play for the $1 billion prize live on AOL Time Warner's The WB.

Insurance policy
Pepsi-Cola, part of PepsiCo and

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based in Purchase, N.Y., has taken out an insurance policy should someone actually win the grand prize on the show, which is being produced by Diplomatic Productions' Matti Leshem and Michael Davies, the creator of Who Wants to be a Millionaire.

A TV advertising campaign was created by Omnicom Group's BBDO Worldwide, New York, and the promotion was handled by Omnicom's TLP of Wilton, Conn. Yahoo! will develop a "Pepsi Play for a Billion" promotional site and engineer the database to enable consumers to play. The soft-drink company will advertise on Yahoo!'s front page and across its entertainment properties, including Launch.

As part of the Pepsi's relationship with AOL Time Warner, another prime-time TV show titled Pepsi Smash will begin a six-week run on The WB in July. Pepsi Smash is a one-hour live show featuring musical performances, backstage segments and behind-the-scenes footage of artists. The company did not name which musical artists have agreed to appear on the show.

Movie tie-in
Meanwhile, the Mountain Dew and Sierra Mist brands will partner with Universal Pictures for the summer release of The Incredible Hulk in a deal that includes a promotional program appearing on 150 million packages of Mountain Dew, Mountain Dew Code Red and Sierra Mist and a chance for consumers to win home entertainment systems and video games. And in mid-July, Aquafina will launch the "Aquafina Pure Luck" consumer promotion, where consumers can win prizes if they are spotted drinking Aquafina or Aquafina Essentials. TV, radio, in-store displays and Internet advertising will support.

As for new products, the orange-flavored Mountain Dew LiveWire will hit stores between Memorial Day and Labor Day. Pepsi also plans to roll out in late summer Pepsi Vanilla, a vanilla-flavored cola, in response to the runaway success of rival Coca-Cola Co.'s Vanilla Coke.

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