The San Francisco 49ers new home in Santa Clara, California sets a new standard in stadium design and technology. As a founding partner of the venue and having signed a ten-year sponsorship, Pepsi set out to create the most talked about fan experience at Levi’s stadium. It had to be an attraction within an attraction that would become the stadium’s “must visit” destination. Most importantly, the Fan Deck had to amplify the fan experience rather than interrupt it.

“The Pepsi Fan Deck is a one-of-a-kind branded environment, which amplifies the fan experience rather than disrupting it. Pepsi is thrilled with the results of our partnership with GPJ on this project,” said Justin Toman, Sports Marketing Director, Pepsi.

From the moment of entry, we created a connection to the brand that amplified fan engagement. This started with the entrance: a customized tunnel in the shape of a Pepsi cup where fans emerged onto the Fan Deck.

Having an incredible view of the field and aiming to offer fans a unique vantage point, we designed the Pepsi 12-pack of Fans. Through social contests, fans can score some of the best seats in the house. Nearby, Pepsi bottle cap seating and branded tables ensure fans have a place to enjoy refreshments from the concession stands. Overhead, an LED video board in the shape of a bottle cap can be seen stadium-wide.

To enable fans to share the experience, a Legends of Now photo opportunity wall features life-sized player cut outs. Fans can share photos with the hashtag #ALLFORNINERS, see their posts on a massive Instagram wall and be entered to win game tickets and other 49ers prizes from Pepsi.

The stadium and the Fan Deck will serve as one of the largest fan engagement and branding opportunities for Pepsi over the next decade.

UPDATE: The Pepsi Fan deck won a prestigious 2015 Clio for excellence in design!