Pepsi and the National Football League have launched a national campaign featuring original anthems by Kelly Clarkson, Travie McCoy, Kid Rock and Ice Cube, celebrating their hometown NFL teams.
The program will also offer a remix by Wiz Khalifa of his own “Black and Yellow,” the 2010 hit that celebrated Pittsburgh teams.
The “Anthems” campaign is an extension of Pepsi’s broader "Live for Now" campaign, and ties in with other recently announced PepsiCo/NFL deals: a four-year sponsorship of the Super Bowl’s half-time show and a multi-year official soft drink sponsorship of the Pittsburgh Steelers.
Pepsi is driving consumers to the Anthems campaign site to download the songs and enter a sweeps offering a grand prize of a trip to next year’s Super Bowl.
Kelly Clarkson’s tribute to the Dallas Cowboys -- “Get Up (A Cowboys Anthem)” – is now downloadable free (no registration required) on the campaign’s site.
Until Sept. 3, Travie McCoy's New York Giants anthem, “All In,” will be downloadable only through use of in-pack redemption codes on specially marked 24-packs of Pepsi, Diet Pepsi and Pepsi MAX at Walmart and other retail stores. Thereafter, McCoy’s song will be available for free downloading on the Anthems campaign site.
Other anthems to be released include Ice Cube’s tribute to the Oakland Raiders and Kid Rock’s tribute to the Detroit Lions. The songs will be available on the campaign site through Feb. 28, 2013.
In addition to the song releases, the Pepsi NFL Anthems campaign will be supported through national and in-market point-of-sale promotions featuring current NFL players,
as well as in-stadium activations. Players featured will include DeMarco Murray of the Dallas Cowboys, Matthew Stafford of the Detroit Lions, Darren McFadden of the Oakland
Raiders, Victor Cruz of the New York Giants and LaMarr Woodley of the Pittsburgh Steelers.
The Anthems program “will help bring the NFL's passionate fan base closer to their teams through an authentic musical experience -- whether it's listening to the anthem on your way to the game, or hearing it blast throughout the stadium after a big play,” said Todd Kaplan, Director, Pepsi Sports Marketing.