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.
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 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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