Just in time for the Super Bowl, Pepsi teamed up with the NFL to celebrate Black History Month. Instead of focusing on achievers of the past, #TheRecipe shines a light on the celebs and social influencers who are breaking ground on and off the field.
Buzz about #TheRecipe program grew, thanks to social posts from celebs like Miguel, Karen Civil, Terrence J and Angela Simmons, who shared their recipe cards online.
Leveraging the social movement, we drove consumers to visit #TheRecipe website, where they took the quiz, created their own recipe cards, and shared the results. Incentives included premium prizes like NFL game tickets.
The program engaged African-American millennials, who connected with the brand and each other at #TheRecipe panel discussions and events in major cities.