Crystal Pepsi promo is a group effort By Alison Fahe

NEW YORK--Pepsi-Cola's first national consumer promotion for Crystal Pepsi was a collaboration involving the soft drink company, an entertainment marketing firm

“We are an alternative resource to (Pepsi),” said Danny Socolof, founder, Marketing Entertainment Group of America (MEGA), who assembled the elements and players in the multimillion dollar promo for the colorless cola.
The Pepsi Rock Motion Theatre program includes mobile-simulation venues that travel around the U.S. and Canada. They feature Crystal Pepsi graphics, high-definition screens and hydraulic seats by which viewers can move in sync with a music video created by Peter Gabriel.
Socolof enlisted Gabriel and also suggested Jim Cahill, “an old friend” who runs a freelance boutique, to create the radio support.
Pepsi’s senior vp/marketing Jeff Campbell said that the uniqueness...