Earlier this month, South by Southwest (SXSW), the annual interactive, film and musical festival took place in Austin, Texas. The Joester Loria Group’s client Pepsi Beverages North America continued its sponsorship of the event for the seventh consecutive year. Pepsi offered a variety of interactive experiences to drive consumer engagement for several of its brands including Pepsi®and Mountain Dew®.
Mountain Dew offered a number of SXSW experiences including an immersive consumer experience called Green Label Live, which featured live performances by A-Trak and other Green Label Sound artists such as Joey Bada$$ and MNDR. In addition, the Green Label Exclusives licensed product program was on hand at the Green Label house and seeded to press and influencers at an invite only media event. GLX partner Rastaclat posted about the event as well .
As the exclusive North American licensing agency for PepsiCo, the Joester Loria Group has developed a variety of successful brand extensions for Pepsi and Mountain Dew including many popular Green Label Exclusives capsule collections for the Mountain Dew brand. By integrating licensing into key brand initiatives, like SXSW, the brand is able to enhances its engagement with consumers and provide additional ways for fans to connect with their favorite brand.