PepsiCo x SoFi Stadium Strategic PR Plan
Building Buzz, Generating Growth & Creating Crowds around Pepsi’s Partnership with SoFi Stadium.
Project Type: Undergraduate Capstone Project.
Timeline: January-May, 2020.
Role: Strategist, Creative Media Researcher, Project Manager.
Project Description: For our Capstone Project, we were tasked with creating a Strategic PR Plan for PepsiCo’s partnership with SoFi Stadium. Through our plan, we set out to: (1) generate awareness of the PepsiCo brand, their presence at the stadium, and their commitment to the surrounding community; (2) build brand equity and consumer engagement within the LA market; (3) drive interest and traffic to the stadium’s South Zone.
Challenge: PepsiCo’s partnership with the stadium was potentially problematic due to the conversation around the gentrification of Inglewood. Based on this, our plan focused on including and highlighting community members and providing them with a variety of new and engaging activities at the stadium and beyond.
Solution: In order to make the plan successful, we would focus on engaging the community on-site, securing local media coverage, social media engagement and visibility and messaging playback to target consumers.
Results: The plan would be considered successful if: (1) 20% of event attendees go to the South Zone; (2) market share increases by 10% by the end of the second year; (3) 10 unique media placements are secured per month for the first two months; and (4) if there is a 20% increase in the community’s positive sentiment towards the Pepsi brand.