Keep Your Eyes on the Prize
Pepsi goes through the legs, Drake lands on FCB kit, & MLB enters new territory
On Today’s Agenda:
Coca-Cola & FIFA Get Nutmegged by Pepsi
Spotify Celebrates Unique Accomplishment by Artist
Major League Baseball’s playoff NFTs look to bring fans to the blockchain
Pepsi’s Creative Footwork
Coca-Cola & FIFA Get Nutmegged by Pepsi
By AJ Hewish
Suppose you’re a fan of soccer and a follower of viral videos over the past decade. If so, you’ve heard of the nutmeg. Pepsi just nutmegged Coca-Cola and FIFA with their latest ad starring some of the world’s greatest-ever players such as Roberto Carlos, Lionel Messi, Thiery Henry, and Ronaldinho.
With the 2022 FIFA World Cup being 37 days away, Pepsi has gone all out and got creative. For those of you that don’t know Coca-Cola is one of FIFA’s largest partners whilst also being Pepsi’s biggest competitor. With this known, it is almost impossible for the red, blue, and white beverage brands to get in on the action.
That’s where Pepsi’s new international campaign “Thirsty For More”, comes in beginning with the Nutmeg Royale. An ad devoted entirely to the cheekiest move in the game whilst pulling it off themselves: the Nutmeg.
With the ad-based in a Middle Eastern setting (an ode to Qatar) the video centers around the Nutmeg and a bit of friendly competition. Esquire Middle East so eloquently describes the video better than Pepsi could themselves: “In ‘Nutmeg Royale’ everything and everyone is a target. A trick reserved for the risk-takers who are thirsty for the rush of the game, the nutmeg requires confidence, skill, and impeccable timing. Outwitting each other, as well as unsuspecting locals alike, the elite football stars battle it out in a nutmeg tournament’.
The ad features all elements that you’d assume tied the brand, Pepsi, to the upcoming World Cup. Yet, they aren’t and they never stated they are. Resulting in Pepsi creatively aligning itself with an event in they are not a partner.
To tip this ad over the edge, Pepsi left some hidden gems to excite fans. From features including TikTok viral star, RECEBA, to the highly reputable football journalist Fabrizio Romano. Additionally, hidden codes were left in the ad, which fans need to scan to get access to a new launch from Pepsi set to arrive in the weeks building up to Qatar.
Before concluding, Brazil and Barcelona legend Ronaldinho teased an upcoming phase 2 of the Pepsi campaign when saying, “I always have a great time working with Pepsi and wearing that iconic blue jersey. I know fans will love this new campaign, and I can’t wait for them to see the upcoming nutmeg activity we have planned too!”
Drake’s OVO Owl Lands on FC Barcelona’s Kit
Spotify Celebrates Unique Accomplishment by Artist
By Christopher Nascimento
In a previous newsletter of ours, we broke shared the news of a major streaming platform, Spotify, sponsoring the front of FC Barcelona’s kit. A major announcement regarding the sheer value, $400 million, but also with the potential it had for both parties.
For potential, we discussed ideas such as having unique Spotify QR codes for each player’s jersey to share their favourite playlist. Well, it looks like we weren’t that far off, as Spotify and Barcelona place Drake’s OVO Owl on the front of the kit. This activation shares what could be possible in the world of sports when creative. As stated by Juli Guiu, Vice President for the marketing area of FC Barcelona, “this initiative shows our potential to become a unique platform to offer experiences that help bring us closer to our fans while reaching out to new audiences around the world”.
You can’t argue with Juli’s statement, as it’s what partnerships are all about – two parties coming together for mutual benefit. As stated, this initiative shows potential. Why not do things like this more often? Look, we’re talking about it. Even though the Spotify logo is not the one being featured on the kit, we are still praising their creativity which only increases their visibility.
Initiatives like these are only the beginning, in the past year we’ve seen collaborate with hockey brand Sherwood, Justin Bieber’s apparel brand working with the Maple Leafs, and many more brands finding ways to push the envelope when it comes to partnerships. We’re here for it and can’t wait to share.
Digital Tickets On Deck
Major League Baseball’s playoff NFTs look to bring fans to the blockchain
By Hiral Patel
Is there a better month for sports than October? The beginning of the NHL and NBA seasons, the NFL in full swing, Champions League football in Europe, Pumpkin Spice Lattes – what’s not to love? Baseball fans have an extra special reason to love October – playoff season.
Fans will trade in their t-shirts for sweaters and jackets and make their way to the ballpark to cheer on their favourite teams as they vie for the World Series. This year, the MLB is providing attendees with another way to experience the game. With the league’s partnership with Candy Digital, every fan who attends a 2022 Postseason game will receive a free 2022 Postseason Ticket NFT.
These NFTs include seat information and game details and will be updated to include game highlights within 24 hours of the game. Fans in attendance will receive a link to redeem their NFT on Candy Digital’s platform. In addition to the collectible tickets, Candy Digital will be releasing “Play of the Day” NFTs, which highlight some of the most exciting moments from playoff baseball:
One of the critical features of NFTs and their adoption is the utility – what value is the fan getting by holding these NFTs? The MLB is giving an opportunity for fans who purchased the “Leadoff Series” NFTs in April a chance to find 1 of 8 tokens, which can be traded in for a pair of tickets to the World Series.
While the value of these commemorative tickets remains to be seen – it is an interesting feature to be adding for the MLB playoffs. With paper tickets being eased out by most professional sports teams, the digital ticket does not provide the same nostalgia when you look back in your mobile wallet. Perhaps these playoff NFTS and the highlight animations will be something fans will cherish and share 10-20 years down the road when they look back at the good old days.
