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In an effort to support the electronic dance music (EDM) movement and community, 7UP has unveiled its year-long #7X7UP program, which aims to bring “uplifting experiences” to seven festivals and events.
As part of the collaboration, the brand will partner with seven DJs, including DJ Tiësto, who helped 7UP light up a village in Chile as part of 7UP’s newly launched creative.
“Fans of EDM are a passionate and tight-knit community always on the edge of electronic music discovery,” said Dave Falk, VP of marketing for 7UP at Plano, Texas-based Dr Pepper Snapple Group. “The music and the incredible productions at the festivals are at the core of the EDM lifestyle, and we want to help fans connect even more closely with the experiences they love.”
Additionally, 7UP will provide fans access to unique experiences and exclusive content before, during and after some of the most anticipated dance music festivals of 2014. The brand also will spotlight six “Bubbling UP” DJs and chronicle their journey through the EDM movement.
Further information about the promotion is available online; consumers are also encouraged to follow the #7X7UP hashtag during events nationwide.