On Tuesday, Pepsi MAX announced a new deal inked with Cleveland Cavaliers' star point guard Kyrie Irving through the 2012-13 season. Their plans included branded videos, extensive social media integration, retail activation and more.
Lou Arbetter, Director of the Pepsi MAX brand team, said:
"After the success of Kyrie's video in our Pepsi MAX for Life promotion [see video below], we are excited to formalize and extend our partnership with him. We love Kyrie's charisma, fearless attitude, and determination, and we feel that he's is a great fit with the Pepsi MAX brand. We look forward to working with Kyrie to engage our consumers and his constantly growing fan base with some fun content and experiences."
Irving will take over the Pepsi MAX Instagram account (@PepsiMAX) on April 25th to give his fans a behind-the-scenes look at the final home game of his rookie season. Irving will also host a live question and answer session on May 3rd on the @PepsiMAX Twitter account.
Speaking of the promotional deal, Irving said:
"I've stayed focused and played hard on the court all season long," said Irving. "I'm thrilled to partner with Pepsi MAX and really do some fun things. I can't wait for everyone to see the creative ideas we have planned."
Kyrie was the #1 overall draft pick last season. He is also a favorite to win 2011-2012 rookie of the year.