Its branded entertainment in all its glory: a 287 foot tall Ferris wheel in Xanadu, the "branded city" across the street from the new Giants Stadium in New Jersey. Pepsi-Cola North America has purchased the naming rights in a 10-year deal. A gigantic logo will be displayed in the middle of the wheel. Although Pepsi hasn't commented on the price, rumours are swirling that the naming rights to the "Pepsi Globe" went for $100 million over 10 years. The ride will take 25 minutes and will offer views of the Manhattan skyline.
Not only will this high traffic zone offer tens of millions impressions each year, but also, attendees will have the opportunity to associate the brand with a thrilling and unique experience. Pepsi will also reprint the Pepsi Globe image on 450 million cans of soda to further drive awareness of the brand and its novel partnership with the Xanadu development.
Now that's what I call thinking outside the can!
Keywords: Branded entertainment, naming rights, naming, rights, brand awareness, branding, experiential marketing
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