July 6, 2021
by FOX Entertainment

cherries wild

FOX and Pepsi partnered on a first-of-its-kind collaboration creating a new game show, Cherries Wild, to support the relaunch of Wild Cherry. The 6 x ½ hour episodes, hosted by Jason Biggs, aired Sunday nights (7p), immediately following NASCAR, 2/21-3/28. The partnership had multiple touch-points across linear, digital, social, mobile and at retail. The Wild Cherry brand was authentically integrated into the game play and set design of every episode.

 

FOX + Pepsi Recap Sizzle

Pepsi’s custom-built Cherries Wild app will resonate with viewers and consumers as most adults in the United States use a digital device while watching TV, and more than half play games.

Integration: The Pepsi branded Wild Moment (1x per episode) was an unexpected in-show moment where contestants received a bonus spin to win cash and/or wild cherries. This moment was inclusive of a Jason Biggs call-out to Pepsi and a branded lower third.

Cherries Wild Companion App: Pepsi created a custom Cherries Wild interactive mobile gaming app allowing viewers at home to play alongside show contestants in real time.

  • The Wild Moment Content invited viewers to play along (in app) with the chance to win the exact amount that the contestants had just won in-show (weekly winning prize ranged from $12K-$29K).

Co-Branded Custom Content (Pepsi paid ad time)

  • Trivia Rush Content invited viewers to play along at home with a fast-paced trivia challenge.

Publicity

FOX collaborated with Pepsi PR on a 3-pronged approach throughout December, January & February including exclusives in Variety, Ad Age and Ad Week. Jason completed over 50 interviews supporting CW, including 6 national talk shows with a total combined audience of 8.3 million viewers.

Co-Marketing

Pepsi provided co-marketing across cable, NASCAR on FOX and through social & digital. In addition, Pepsi supported at retail with displays (30,000) and on-pack (3 million +) in stores nationwide. FOX reciprocated with valuable tune-in, including co-branded elements across linear, digital and social platforms.

Social Support

Pepsi supported the partnership across social with native posts on their brand handles, retweets/shares and interaction of FOX’s show social content. FOX also provided custom social content leading up to and throughout the season across FB, TW & IG including support from Jason Biggs’ handles.

Results

  • The partnership significantly outscored relevant benchmarks across key metrics: Purchase Intent  & Brand Opinion
  • 93% audience retention for commercial breaks with Pepsi/Cherries Wild custom content

Source: Phoenix, Nielsen

Topics
In-Show Integration, Innovative Partnership, Product Launch