Experiences will initially be focused on the home opening games in Chicago and New York, alongisde nine other teams throughout the year. Pepsi and Aquafina will kick off the consumer events calandar on 10 April, with activations for the New York Yankees and Chicago Cubs home opening games.
For the New York Yankees opener, Pepsi will host a pre-game party outside the stadium, which will feature appearances from former Yankee stars and a live mural creation by Bronx-based artist Andre Trenier. After the game, the brand will stage another party, which will treat guests to dinner and a live music performance produced by iHeartMedia.
Pepsi will also host a pre-game party for Chicago Cubs, with a special appearance from country music artist Brett Eldridge. Aquafina will invite fans to a first-of-its-kind activation, featuring an interactive, life-size hologram of Chicago Cubs player Addison Russell. Fans will be able to play baseball with the hologram, and share their experience on social media.
Melissa Duhaime, senior manager of sports marketing at PepsiCo, said: "Opening Day is an exciting time of year as we prepare to launch a season full of activations for baseball fans. We are thrilled to continue our multi-franchise relationships, and to activate our strong portfolio of brands in a way only PepsiCo can deliver by offering beverage choices for a variety of lifestyles and occasions."
The brands will be delivering fan events throughout the season, at key cities including Detroit, Kansas City, Cleveland, Miami and Arizona.
PepsiCo also delivered fan experiences for the Super Bowl 2017, including an art-themed party, augmented reality experiences and cooking demonstrations.
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