A giant crop circle appeared in fields around Phoenix this week, the first in a series of strange desert sightings expected in Arizona in the days leading up to Sunday’s Super Bowl.
The strategy illustrates the extremes that marketers are going to in an attempt to get the biggest payoff from the $4.5 million they spend for 30 seconds of commercial time during the big game.
The extraterrestrial-like cultivation is not a signal from aliens who have taken a sudden interest in football. The stunts are the work of Pepsi, which is trying to make a giant splash with a multifaceted, monthslong Super Bowl campaign that culminates on Sunday with a 30-second game-day spot and its sponsorship of Katy Perry’s halftime show.
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