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| Wednesday, July 28, 2004 |
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Apple to give Pepsi iTunes promo another try at upcoming Super Bowl?
Wednesday, July 28, 2004 - 09:17 AM EDT
"Five months after BBDO launched the Pepsi iTunes promotion on the Super Bowl, TBWA\Chiat\Day's Southern California office is getting a crack at the assignment, landing the estimated $15-20 million business without a review, sources said last week," Kathleen Sampey reports for AdWeek. "The effort, slated to break during the game next year, will run through the spring."
"Sources said the reason for the switch to Omnicom Group's TBWA\C\D in Playa del Rey, Calif., was that Apple Computer CEO Steve Jobs wanted the Apple agency to do the work so he could have more of a say in its creation... BBDO has handled the Pepsi brand since 1964.," Sampey reports. Full article here.
The first Pepsi iTunes promotion was, how shall we say, less than a rousing success with about 5 million free songs have been given away through a Pepsi promotion, far fewer than the 100 million tracks that could have been redeemed. It did not help that Pepsi bottles with the winning promotions took longer to get into stores than expected.
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| posted by Perimbean @ 10:45 PM |
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