Pepsi is premiering a new game show on Fox, evolving marketing beyond 30-second TV spots. Pepsi and Fox have teamed up for Cherries Wild, a 30-minute game show airing next month, where contestants spin giant slot machines after completing rounds of pop culture trivia game play for the chance to win a prize of $250,000. The partnership includes “retail execution” and a companion app that allows viewers to play in conjunction with contestants on the show for their own chance to win prizes. This collaboration differs from all of Pepsi and Fox’s previous integrations in that instead of bringing in brands to existing shows, they stayed “light” on the soda branding and built this campaign “from the ground up.” (Ad Age, Adweek)
