7UP® Lights UP Ultra Music Festival by Launching the Ultimate #7x7UP Experience

  7UP® Lights UP Ultra Music Festival by Launching the Ultimate #7x7UP

7UP and Ultra Bring Online Live Access to the World’s Premier Electronic Music
                         Festival on March 28, 29, 30

Business Wire

PLANO, Texas -- March 24, 2014

7UP is set to kick off the electronic music festival season by announcing
today a multiyear partnership with Ultra, the world’s leading festival
producer. 7UP is bringing the Ultra experience to millions of fans across the
globe through their sponsorship of the Ultra Live Stream, which streams HD
video coverage of Ultra online at ultramusicfestival.com.

“7UP is passionate about being a part of our fan’s community, wherever they
are. We know they love the music, which is why we are helping them to connect
to the overall experience,” says Dave Falk, vice president of marketing for
7UP at Dr Pepper Snapple Group. “Ultra’s Live Stream has historically been one
of the most popular music events on YouTube in North America. Through this
first-of-its-kind sponsorship, 7UP will help millions of fans across the US
and around the world connect with the festival through a unique online live
environment custom built for this year’s stream.”

In addition to sponsoring the Live Stream, 7UP will unveil the #7x7UP
experience at Ultra’s opening day, March 28, at Bayfront Park’s Tower, the
epicenter of the festival. The experience will include:

  *Acts on Stage 7 by up-and-coming DJs
  *Several “made for the fan” features like a DanceUP deck, PaintUP artists,
    ChargeUP mobile phone charging stations, RefreshUP misters to stay cool
    and more

“Ultra has become the ultimate experience for festival enthusiasts around the
world, and we’re excited to partner with 7UP to extend access for off-site
fans with Ultra Live Stream and enhance the on-site experience with live
#7x7UP experiences,” says Adam Russakoff, executive producer and director of
business affairs for Ultra Music Festival. “We’re ecstatic about the zeal 7UP
has for the electronic dance music movement and recognizing up-and-coming

To follow all of the UPlifting 7UP activities surrounding their voyage into
electronic music culture, please visit 7UPmusic.tumblr.com. You can also
follow the social conversation at #7x7UP.

Join millions of fans around the world and watch live March 28-30 at
ultramusicfestival.com, and check out Ultra Live 2014 announcement video:

About 7UP

7UP is one of many flavorful brands in the beverage portfolio of Dr Pepper
Snapple Group (NYSE: DPS). A favorite since 1929, 7UP is THE UNCOLA. 7UP is
available in Regular, 10 calorie, Diet and Cherry varieties. DPS is a leading
producer of flavored beverages, marketing 50-plus beverage brands across North
America and the Caribbean. For more information, visit 7UP.com or
DrPepperSnapple.com. For the brand’s latest news and updates, follow 7UP at
Facebook.com/7UP or Twitter.com/7UP.

About Ultra Worldwide

ULTRA WORLDWIDE is the global brand of the World’s Premier Electronic Music
event ULTRA MUSIC FESTIVAL. An internationally renowned event that has taken
place every March since its inception in 1999, Ultra Music Festival celebrated
its 15th anniversary last year by becoming the first ever major electronic
festival to produce an event over two consecutive weekends. Boasting the
hottest names and the finest talent to be found anywhere on the planet, Ultra
Worldwide is now the most international festival brand in the world by far, as
it continues to transport the unrivaled experience from its Miami flagship
event to an ever-growing number of destinations and fans all over the globe.
Add in their pioneering live stream, ‘Ultra Live’ and Ultra Worldwide is able
to bring the festival experience online to over 11 million unique viewers
globally. Over the past 15 years, literally thousands of the world’s most
iconic DJs, producers and live acts have mesmerized audiences with
awe-inspiring sets at Ultra events in Argentina, Brazil, Chile, Croatia,
Ibiza, Korea and of course Miami. Each and every new global edition has been
founded on the same successful formula that has been perfected over 15 years
in Miami, combining the most diverse electronic talent with the most
technologically advanced, large scale festival productions in the world. In
2014, Ultra continues to push the boundaries, bringing its unparalleled
combination of cutting edge production and the world’s best electronic acts
back to its previous strongholds and to new frontiers across the globe. With
brand new editions set for South Africa and Japan this year already, 2014 will
see Ultra in nine countries and five continents across the globe.


Dr Pepper Snapple Group
Brian Bell, 972-673-6688
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