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Pepsi Kick Off Show stage

The Brief

To boost fame and conversation around Pepsi and Burna Boy’s Kick Off Show during the 2023 UEFA Champions League Final.

The Kick Off Show has historically sparked genuine cultural conversation when unexpected moments capture music and football fan’s hearts. Remember those Liverpool fans singing Dua Lipa’s One Kiss which has since gone on to be an unofficial club anthem? Well, we needed to orchestrate another - albeit a bit more planned.

The Strategy

The Execution

The on-pitch banter between Kate Scott, Jamie Carragher, Micah Richards and Thierry Henry often become pieces of viral content.

 

So what happens if we throw the icon that is Burna Boy into the conversation? We worked with CBS to get Burna Boy to surprise the pundits, and give them a little post-show performance of their own live on air. The outcome? A 7-minute segment featured Carragher dancing, Thierry wearing chains, and everyone talking about his performance. 

Kick Off  DJ set for Pepsi

1,900+ pieces of coverage

CBS interview viewed over 10M times

100%
positive / neutral sentiment

Secured coverage with various culture-led outlets

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Burna Boy Will Perform at This Year's Champions League Final as a Co-Headliner - Hype Beast

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EXCLUSIVE: Burna Boy To Co-Headline 2023 UEFA Champions League Final Kick Off Show By Pepsi - Complex UK

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UEFA announce Man Utd fan as 2023 Champions League final singer following Camila Cabello - Express

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Burna Boy announced for UEFA Champion’s League kick-off show 
- NME

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Pepsi goes all in on TikTok for its Champions League Final kick-off
- The Drum

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