At Sam's Club, National Football League sponsor PepsiCo/Frito-Lay is running a bulk-purchase incentive and promoting a virtual event with former Tampa Bay Buccaneers running back Warrick Dunn ahead of Super Bowl LV.
In the midst of the CPG giant’s annual national Super Bowl promotional push, Sam’s Club is getting an account-specific bulk-purchase incentive awarding members a $5 e-gift card with a single purchase of at least $25 worth of qualifying Pepsi, Lipton, Gatorade, Frito-Lay or Quaker products online or in stores. Shoppers redeem by uploading a photo of their receipt to an account-specific microsite, pepsicrunchtime.com, that also invites shoppers to visit their Sam’s Club’s Club Cafe for a Pepsi fountain beverage. The offer runs from Jan. 8 through Feb. 7.
Sam’s Club email ads as well as a home page carousel ad and various display ads running throughout samsclub.com support, employing the manufacturer's national creative and “Countdown to crunch time” tagline. The ads link to a "Pepsi Super Bowl favorites" e-commerce page listing a slew of products from the manufacturer. A similar leaderboard ad on the landing page also invites shoppers to learn more about the $5 gift card and links to the PepsiCo microsite.
In addition to plugging the purchase incentive, the microsite also invites shoppers to a virtual autograph event with Dunn, presented by PepsiCo. The event is staged through Fanzone Connect, a new virtual autograph event registration company that allows fans to register for livestreamed autograph signings from athletes/former athletes and submit a personal photo for the athlete to sign live.
On Feb. 4 via Instagram Live, Dunn will sign autographs while answering questions and sharing his favorite beverages and snacks, according to the dedicated Fanzone event page. A carousel ad and display ad on pepsicrunchtime.com links to said event page, while a recent Instagram update from Dunn also directed to the event. Interested users can register for the signing plus get more information on the Sam’s Club bulk-purchase incentive on the event page, which also links back to pepsicrunchtime.com.
In other Super Bowl-related activity from Sam’s Club, the retailer employed a “Homegating” shop within its website that highlights game day/party essentials from frozen appetizers and grocery items to televisions/accessories and grills and smokers in one location. It depicts a “featured categories” section to make shopping easier as well as touts its free curbside Pickup service. A home page carousel ad links to the shop, inviting users to “kick off homegating with top tech, the best snacks and more.”
Sam’s Club also commissioned bloggers and editorial pieces such as from USA Today’s Shop Today to position the warehouse chain as the go-to place for game day essentials and highlight relevant product in the weeks leading up to the big game.
Note: For more photos from this campaign, visit p2pi.org. Path to Purchase Institute members have access to nearly 300 articles and more than 1,700 photos of merchandising and marketing activity at Sam's Club, along with a full Retailer Profile outlining the chain’s operations and strategies.