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FOX + Pepsi Recap Sizzle

FOX and Pepsi partnered together to create the first-of-its-kind game show, Cherries Wild, to support the relaunch of Wild Cherry. Jason Biggs hosted six half-hour episodes that aired Sunday nights immediately following the NASCAR race series from February 21 through March 28. The campaign featured multiple promotional elements including: linear, digital, social, mobile and retail. The Wild Cherry brand was authentically integrated into the game play and set design each episode.

Integration

A Pepsi branded "Wild Moment"(an in-show enhancement) gave contestants a bonus spin to win cash and/or wild cherries. Element included a Jason Biggs call-out to Pepsi and a branded lower third.

Cherries Wild App

A Cherries Wild mobile app allowed viewers to play at home, in real time. Users played for a chance to win the exact amount as the contestants.

Co-Branded Custom Content

(Pepsi's Paid Ad Time)

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

FOX collaborated with Pepsi’s PR team throughout December, January & February. The publicity plan included Variety, Ad Age and Ad Week exclusives. Host Jason Biggs completed over 50 interviews promoting the show, including six national talk shows with a total combined audience of 8.3 million viewers.

Co-marketing elements were provided by Pepsi, NASCAR on FOX and across social & digital. Pepsi added retail marketing displays (30,000) and on-pack promotion  of the partnership in stores nationwide (3 million+). FOX reciprocated with tune-in, including co-branded elements across platforms.

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

Results

  • The partnership significantly outscored relevant benchmarks across key metrics: Purchase Intent & Brand Opinion
  • The show maintained 93% audience retention for commercial breaks that aired Pepsi/Cherries Wild custom content
Source: Phoenix, Nielsen
Topics
In-Show Integration, Innovative Partnership, Product Launch