Partnership:

RISE Champions of Change, Featuring Pepsi and Pepsi Sports

Description:

Desinged to promote the RISE mission to raise awareness around the critical issues of racism and inequity, Chamions of Change is an on-site fan experience that educates, evokes empathy and inspires action. People take a tour of the build-out, including a walk down the Road to Progess, a visual timeline of the historic intersection of sports and social justice, Walk in the Shoes of sports stars to hear first-person accounts of the role race has played in their lives and demonstrate their commitment to racial equity by taking the RISE Pledge to End Racism. Available in previous years for on-site activations, COVID-19 restrictions halted fan engagement in 2020.

With limited in-person activations during a pivotal year for social justice, RISE partnered with Pepsi to transition the engageent to a virtual activation. In conjunction with Super Bowl LV, RISE launched our new-to-market Champions of Change virtual fan activation, featuring Pepsi sponsorship and including Pepsi-sponsored athlete Saquon Barkley in the In Their Shoes locker room experience. The experience was featured on the NFL SBLV Fan Experence App, pushed out on social channels and shared during RISE Super Bowl LV programming. During the weeklong promotion, Champions of Change experienced 17.5K unique interactions and the Pepsi content recieved the highest level of engagement within the experience, providing Pepsi Sports with a story-telling opportunity in an authentic way. 

RISE will continue to update this content for both virtual and in-person educational engagements in 2021 and beyond. To learn more about this and other sponsorship opportunities, reach out to Zoe Henriquez

Partnership Opportunity:
RISE Champions of Change, Featuring Pepsi/Sports
Company:
PepsiCo
Partner/Category:
Pepsi Sports /Beverages
Timing:
February 1st Quarter 2021
Target:
Male
Female
Teens
Family
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults 55+
Adults
Promotional Elements:
Branded Content
Event / Activation / Experiential
Media Elements:
Mobile
Social Media
Influencers / Brand Ambassadors
Celebrity Appearance / Endorsement

Website and Social Media

Created On:
2021-03-16
Last Modified on:
2021-03-16
Companies Involved
PepsiCo
Zoe H
Zoe H VP, Strategic Alliances RISE
Tuck

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