PepsiCo Brands Return to SXSW With Pop-Ups, Virtual Reality and Music


PepsiCo is back at South by Southwest for the seventh consecutive year as the official carbonated soft drink partner of the festival.

Activating across multiple brand platforms, Pepsi (which is bringing back the Pepsi Challenge), Mountain Dew, Brisk Iced Tea and Lipton Iced Tea is offering attendees a host of interactive experiences designed to drive consumer engagement.

“South by Southwest is the epicenter of music, technology and innovation and we are honored to be partnering with the festival for the seventh year in a row,” stated Simon Lowden, CMO for Pepsi Beverages North America.[more]

“We know from past experience that South By Southwest is a great space for brands to connect with and learn from consumers,” he added.

“In addition to fun and refreshing sampling experiences throughout the entire festival, this year, we are turning over the reins to festivalgoers by offering interactive brand experiences designed to engage consumers on a new level—from helping Pepsi to shape future of the music festivals to thrilling virtual experiences fueled by Mountain Dew.”

SXSW ’15 activations by brand, updated from PepsiCo’s press release:

Pepsi‘s Soundboard is solicting consumer feedback on the future of the festival, inviting the SxSW crowd to step into testimonial booths and sound off on their favorite music fests, festival enhancements and offer new ideas to evolve the space and shape the #FutureoftheFest in 15 seconds in partnership with Fast Company.

Following a “Fast Talk” panel, Pepsi will host a launch party featuring a DJ set by Jane Doze, a SxSW/Pepsi Soundboard highlight reel and a presentation on key findings gleaned from festival-goers.

An interactive vending machine is engaging users through Kinect technology with a 3D fortune teller that surprises and delights consumers. In addition to giving out witty fortunes and free Pepsi drinks, the machine will also offer users a chance to win VIP invites, Pepsi prizes or access to exclusive experiences.

An Out of the Blue Bus is touring from March 18-22, Pepsi will deliver “Out of the Blue” moments to music fans in Austin as part of the brand’s recently-launched music platform. “Out of the Blue” aims to unite fans around unbelievable, once-in-a-lifetime music experiences that they can only get from Pepsi. The “Out of the Blue” bus will hit the streets of Austin to ask artists and fans to “Pass the Mic” and lay down one verse of a rhyme. The best performances will be captured in an original music video.

And once again this year, Pepsi will be an official sponsor of the 2015 mtvU Woodie Awards, the annual event at the forefront of breaking some of the biggest names in music.

Mountain Dew will bring its youth culture platform, Green Label, to life with an immersive consumer experience called Green Label Live featuring music, action sports, film, fashion, technology, food and beverage innovation on Wednesday, March 18.

Mountain Dew’s in-house record label, Green Label Sound, will host a concert with live performances from A-Trak, whose song with Milo and Otis “Out the Speakers feat. Rich Kidz,” was the beat that brought the brand’s recent Super Bowl commercial for Mtn Dew Kickstart to life.  In addition, former Green Label Sound artists, Joey Bada$$, and MNDR will perform, as well as the winner of the Green Label Sound: Open Call contest in partnership with SoundCloud, Kelechi.

SXSW festival-goers can test Mountain Dew’s new live action 360-degree virtual reality experiences, Dew VR Skate and Dew VR Snow, and meet professional skateboarding athlete Paul Rodriguez.

In partnership with Toronto-based BEVLAB, Mountain Dew will invite attendees to its pop-up to sample new variations of the one-of-a-kind citrus beverage, such as Mountain Dew flavored ice cream, which will be churned on-site using a state-of-the-art cement mixer. Fans can also opt for new Mountain Dew flavor bursts, which use molecular gastronomy to produce frozen spheres of fans favorite flavors.

Green Label is teaming up with new Swedish startup Onehundredforty, an art experiment (now fundraising on Kickstarter) that merges smart programming and meticulous design to make personal art prints using words from Twitter. In a first-of-its-kind public display, they’ve transformed tweets from the Green Label community and Mountain Dew family into one-of-a-kind design prints that will be shown onsite at Green Label Live. Fans are also invited to view artwork curated by a local Austin skate influencer.

Another pop-up with PinTrill will offer attendees unique street wear including custom, collectable Mountain Dew Green Label line of pins.

Brisk Iced Tea will be out at SxSW in a whole new way – unleashing its artist-created package designs across Austin to launch its new campaign, “Kinda Out There.”

South By attendees will see characters (sharks, llamas, lemons etc.)  from Brisk’s package designs coming to life out in the streets, at events, in retail locations, and in live cameos, giving those who Spot and Tag them to social media (#ThatsBriskBaby #Entry – visit for more details), the chance to win epic, instantly-redeemable prizes. Attendees can also hit up the Brisk Sampling Truck to enjoy an ice cold can of bold Brisk flavor – it’s Kinda Out There.

To celebrate the launch of Lipton Sparkling Iced Tea, Lipton will be bringing the official #TinyBubbles Outdoor Lounge to SxSW on March 20-22.

Consumers can drop by the lounge to sample great-tasting peach, lemonade and raspberry flavored iced teas infused with light, crisp tiny bubbles for a refreshingly uplifting taste experience. Festival goers can also jump into the #TinyBubbles ball pit, pose and post their pic at the interactive GIF booth and take home #TinyBubbles goodies.


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