New age beverage company SoBe is doing the full-court press leading up to the Superbowl. The company, which was acquired by PepsiCo in 2000, specializes in beverages geared toward the 18-29 year old market.Wherever you happen to be during the Superbowl--and in the case of the target market it's often more than one place at a time--you'll run into SoBe. I woke up and found them while syncing my iPhone on iTunes.
Top Center: Note the SoBe lizzard on the default iTunes home page.
The tile from the iTunes home page goes to this track, which is featured in Sobe's Superbowl spot. Note that it's not even free. The artist and SoBe will make some money off the downloads.If you happen to be on MySpace:
On Twitter:
And of course, Facebook where you can win a trip to Vegas and a Sports Illustrated Swimsuit party:
We won't have access to the ROI and other metrics from the campaign unless SoBe or their agencies choose to release them, but on face value they appear to have done this campaign right and are where they need to be.
Here's the Superbowl ad, which is in 3D:
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