Timed to the Los Angeles Rams and Chargers season openers, Pepsi is gearing up to launch a virtual pregame concert and tailgate, an augmented reality (AR) filter that lets fans show their pride and a contest to award 1,000 people with Pizza Hut digital gift cards. The at-home game day experiences aim to celebrate the debut of the football teams’ new home, SoFi Stadium, a $5.5 billion stadium and entertainment complex for which Pepsi is the official soft drink.
To drum up hype for the Rams season opener on September 13, Pepsi is hosting a virtual pregame show featuring rapper Jay Rock that will live on Pepsi’s YouTube channel for 24 hours.
Pepsi is also launching an AR filter that will virtually paint team colors onto Rams fans’ selfies, which can then be shared across social media channels.
Chargers fans can get in the football season spirit from home too, as Pepsi is hosting a virtual tailgate featuring fan filters, merchandise and game day eats to celebrate the Chargers season opener on September 20. During the tailgate, Pepsi will give 1,000 fans $20 Pizza Hut digital gift cards that let them redeem a free pizza and two-liter Pepsi.
In addition, Pepsi has partnered with the Chargers’ popular defensive line, known as the Jackboyz, and Los Angeles-based artist Francisco Reyes Jr. to design a limited-edition t-shirt that 100 fans can win through a giveaway on Instagram and Twitter.
The aforementioned activations are part of Pepsi’s larger 2020 football campaign, “Made for Football Watching,” which includes a new digital hub featuring content, recipes and consumer sweeps. One such sweepstakes will give three fans the chance to receive a visit from a branded Buffalo Bills tailgate truck and veteran running back Thurman Thomas. The truck, dubbed Pepsi x Bills Tailgate Truck, features a stocked fridge, tailgating games and a branded table. To enter, participants must submit their email, location, phone number and date of birth.