Katy Perry 3D Film: Partnership with Pepsi

Katy Perry

Katy Perry secretly has succeeded in a way that not a lot of people in the industry thought she would. Winning artist of the year award, best female singer, album of the year, best newcomer, best international album of the year, and many other awards, she has become and icon rapidly. Throughout her journey, we’ve seen how she has progressively sold out arenas, millions of copies of her albums, and being the top digital songs artist named by Billboard.

The west coast American singer decided to release a documentary concert film based on her and telling the story of her career path from being a gospel singer to a pop singer and global sensation. Now, not only was this a bright idea from her marketing team to build credibility and a close connection from Katy to her fans from this film but it was a marvelous idea to team up with Pepsi to promote the film.

Pepsi decided to launch a global campaign “Live For Now” #Livefornow, established on the brand’s latest global positioning strategy. Pepsi wants to connect with their fans on many different levels. Not only satisfying their thirst but also inspiring them to live each second to the fullest globally, through pop culture platforms, including relationships with music and entertainment brand icons. PepsiCo would like to approach this campaign with music phenomenon’s to bring life through their new brand proposition.

#Livefornow

Once Katy, PepsiCo, and Paramount Pictures decided to be partners for the 3D film Part of Me, these partnerships include retail promotions, special edition Pepsi cans, epic live events for the fans, free tickets for the fans, co-branded television and radio spots, and digital advertising. All aspects of the campaign with Katy Perry’s film will feature Pepsi’s new global tagline “Live For Now”, also offering the fans a chance to win trips to attend the world premiere of the film in L.A., which includes a live performance of Katy Perry.

Simon Lowden, Chief Marketing Officer, PepsiCo Americas Beverages said, "Pepsi is a brand at the forefront of pop culture and this partnership with Katy's film will deliver fans an exclusive one-of-a-kind experience at one of the biggest movie events of the Summer, starring one of the one today's hottest musical artists. This is one major way Pepsi will invite and inspire our fans to Live for Now". This partnership was meant to be. PepsiCo needed an artist that fans couldn't get enough from for their campaign and Katy Perry needed a brand that would take their billion dollar name to endorse s documentary that will inspire many.

         

The budget for the movie was $2 million and it is expected to break even and make more. it was directed by the Magical Elves team of Jane Lipsitz and Dan Cutforth (Justin Beiber: Never Say Never) and produced by Katy Perry along with Martin Kirkup, Bradford Cobb, and Steven Jensen of Direct Management, and Academy Award winner Brian Grazer (8 Mile, Beautiful Mind) of Image Entertainment.

The fact that live streaming online is so popular right now, PepsiCo decided to live stream Katy Perry's film world premiere along with her live performance from Los Angeles via Twitter, which is also a brilliant marketing strategy.The movie will be release in the U.S. July 5th, 2012.

-Jess!

“Creating Memories, Building Characters.”