One month before SXSW 2018, Diet Coke hired us for a one-day pop-up in downtown Austin to promote their four new flavors.
Diet Coke selected the following options for their February pop-up:
Distribution, Driver branding, and Driver-for-hire, from our Driver engagement menu. The pedicab drivers were provided Diet Coke-branded long-sleeved shirts, mittens, and beanies (it was wintertime), and they provided free rides for 4 hours one day, for a total of 40 hours.
5 of the pedicabs kept their Diet Cokes cool in insulated cooler bags, and the other 5 pedicabs carried coolers that were strapped to their tailgates. Pedicab drivers passed out Diet Cokes to their passengers and passersby. (We did not distribute Diet Cokes during SXSW.)
It was a successful event. There were lots of people walking the streets, and ACL Live’s Moody Theater was a popular destination; Walk the Moon was playing that night. If you’re unaware, the Moody Theater is a premiere music venue, and “coincidentally” pegging pop-up dates with their high-profile shows is a recipe for success.
For SXSW, they only wanted to continue using the 10 fully wrapped pedicabs. We promoted their Diet Coke FTW! event at the House of Because, and their people gave us warm fuzzies by praising our pedicabs.
Their overall campaign is part of our Non-alcoholic beverages portfolio.