The crystal Pepsi Rock Motion Tour, featuring musical artist Peter Gabriel’s ‘Mindbender’ video experience, landed in Toronto last week for two days at the CN Tower.
The multi-million-dollar summer promotion by PepsiCo is chartered for 65 cities in North America to promote the soft-drink maker’s newest product, Crystal Pepsi.
The Rock Motion Tour makes use of a new staging technology known as Iwerks Reactor.
Developed by Iwerks Touring Technologies of Burbank, Calif., Iwerks Reactor is a 75-foot mobile theatre in which the audience seating moves about and high-tech wizardry creates a spectacular audio and visual experience.
In Mindbender, the audience members are strapped into their seats and then transported through a surreal fairy tale integrating live-action characters with illustrated characters and a three-dimensional landscape.
Iwerks says its portable theatres are geared towards high-profile special events and innovative sponsorship opportunities.
In Toronto, tickets to Mindbender were promoted through radio station Q107, and through point-of-sale campaigns at participating local food retailers.
Crystal Pepsi product was also sold at the event with the proceeds going towards Pepsi’s substance abuse program, The Pepsi Foundation.
Roger Baranowski, group marketing director, Pepsi Cola Canada Beverages, says that ‘Just as the Crystal Pepsi Rock Motion Tour represents a remarkable evolution in the music world, Crystal Pepsi exemplifies the innovative spirit which exists at Pepsi-Cola.’
Crystal Pepsi is marketed primarily at people 12 to 34 years old.
