In keeping with its “Try Everything” positioning, beverage brand SoBe is trying something different with Mike Tyson.
The PepsiCo brand will run a game-within-a-game in Mike Tyson: The Main Event, a popular iPhone game RockLive introduced in March. SoBe’s “Try Everything Challenge” beckons users to compete in a fruit-smashing game. The top scorer will win a trip to Las Vegas in October to train with Tyson.
The integration is the latest for SoBe, which has recruited celebs like Hilary Duff and Sports Illustrated swimsuit model Kate Upton for offbeat marketing efforts, and has hosted live events featuring melon bowling and milking fake orange cows.
The campaign, by New York ad agency Anomaly, launched in May. John Sicher, editor and publisher of industry trade Beverage Digest, says it’s too early to tell if the campaign is having an impact on sales. “Twenty years ago, you would run a TV campaign and see a change instantly,” he says. “Now there are too many leverage points.” Sicher says those leverage points include pricing, distribution and social media, in addition to sales and marketing.