mike honcho
Knuckleheads
Pepsi flavors movie-race combo: UPDATE: Pepsi plans to own the airwaves Sunday on ABC with at least six different 30-second ads, presenting sponsorship of a one-hour movie about Hendrick Motorsports' 25th anniversary and title sponsorship of the race broadcast, as well as title sponsorship of the race that day at Auto Club Speedway.(SportsBusinessJournal.com)(10-6-2009)
UPDATE: Pepsi has been a sponsor at Hendrick Motorsports for 12 of those 25 years and the soft drink giant saw an opportunity to shout its new brand positioning"Every generation refreshes the world"through extensive activation on ABC, at the track and online. Pepsi, as a longtime sponsor with Jeff Gordon, was approached about a presenting sponsorship deal earlier this year that would give the soft drink brand placement in the film, as well as rights to the trailer, which has been available on Pepsi's website, RefreshEverything.com/Hendrick. Pepsi's presenting sponsorship of the film went for $300,000 to $400,000, industry insiders said, which went toward funding the project along with other sponsorship from HendrickCars.com and Lowe's. Race sponsorships typically go for about $1 million. NASCAR Media Group was prepared to make a time buy on ABC before a Sprint Cup race in September, but when Pepsi came on board as presenting sponsor, it made the decision a no-brainer to pair the movie with Pepsi's race at Auto Club Speedway. NASCAR Media Group bought the hour on ABC Sunday at 1:30 p.m. ET, leading up to Pepsi 500 coverage. Pepsi, through its website, then invited fans to submit videos saluting Hendrick, specifically asking "How has Hendrick Motorsports refreshed your life?" One of the six ads will be a collection of fan submissions, while the rest will be vignettes with drivers, Hendrick employees and others in the sport congratulating Hendrick. The ads will air during the movie, as well as in the race broadcast.(Sporting News)(10-6-2009)
UPDATE: Pepsi has been a sponsor at Hendrick Motorsports for 12 of those 25 years and the soft drink giant saw an opportunity to shout its new brand positioning"Every generation refreshes the world"through extensive activation on ABC, at the track and online. Pepsi, as a longtime sponsor with Jeff Gordon, was approached about a presenting sponsorship deal earlier this year that would give the soft drink brand placement in the film, as well as rights to the trailer, which has been available on Pepsi's website, RefreshEverything.com/Hendrick. Pepsi's presenting sponsorship of the film went for $300,000 to $400,000, industry insiders said, which went toward funding the project along with other sponsorship from HendrickCars.com and Lowe's. Race sponsorships typically go for about $1 million. NASCAR Media Group was prepared to make a time buy on ABC before a Sprint Cup race in September, but when Pepsi came on board as presenting sponsor, it made the decision a no-brainer to pair the movie with Pepsi's race at Auto Club Speedway. NASCAR Media Group bought the hour on ABC Sunday at 1:30 p.m. ET, leading up to Pepsi 500 coverage. Pepsi, through its website, then invited fans to submit videos saluting Hendrick, specifically asking "How has Hendrick Motorsports refreshed your life?" One of the six ads will be a collection of fan submissions, while the rest will be vignettes with drivers, Hendrick employees and others in the sport congratulating Hendrick. The ads will air during the movie, as well as in the race broadcast.(Sporting News)(10-6-2009)