Tuesday 25 February 2014

A Superpowerful Combination-blog 4

Blog 4

A Super powerful Combination

A couple of years ago Doritos and Pepsi Max joined their forces in order to grow co-consumption of their products in United Kingdom.
It was estimated that only a third of people who ate Doritos also drank Pepsi Max. The same percentage applied on Pepsi Max drinkers who also ate Doritos. Additionally the companies measured that there were about 10 million households who consumed one or the other. Because of these numbers, they decided that a team-up would be helpful to both of them.
With the help of Abbott Mead Vickers BBDO, Doritos and Pepsi Max launched a digital comic book that followed the adventures of Jack Scoville and Gary Lime, two characters that were hit by a freak meteor shower. After that incident, they both acquired some interesting superpowers. Although they had very different superhero styles, they soon found that they work best together.
Both companies promoted the comic book series through television advertisements and YouTube videos, the first of which you can watch after the break. Fans were prompted to visit doritosandmax.com (the website is no longer available) in order to continue the story and learn more about the adventures of the superhero duo.

http://www.youtube.com/watch?v=fPjBmunkaIg
According to measurements, Doritos and Pepsi Max joint purchasing doubled because of that campaign. It was estimated that around 380.000 households were buying both products, a 10% increase compared to the companies’ target. It is also worth mentioning that both brands saw significant value growth. More specifically, Pepsi Max achieved a 41% increase and Doritos achieved a 16% increase. YouTube generated 12 million impressions and 40.000 clicks, giving a click-through rate of 0,31%. That was a huge advertising opportunity for both companies.
Because of all the above, this campaign is considered as a successful one. Both companies managed to create more buzz around their products, by taking advantage the other company’s communication channels.
Read more:
http://www.campaignlive.co.uk/thework/1097419/Doritos-Pepsi-Max-superpowerful-combination-AMV-BBDO/
http://www.bizcommunity.com/Article/223/423/79993.html

Thursday 20 February 2014

The Never Ending Dr Pepper Can-blog3

The Never Ending Dr Pepper Can

Dr Pepper’s current slogan for the UK market is “What’s the worst that can happen?”. This phrase has been repeated throughout the company’s marketing campaigns since 1980. A few months ago, in order to promote that phrase, Dr Pepper collaborated with Blast Radius to create a digital campaign based on Facebook.

They deployed an application titled “The Never-Ending Dr Pepper”. The idea was simple: By using this app, each user had to record a short video of themselves drinking Dr Pepper. In each video, participants take the can from the right, sip it and then pass it to the left. This way, the viewers feel like the protagonists are taking sips from the same Dr Pepper can - they feel like this specific can is never going to be empty.

http://www.youtube.com/watch?v=UOyv7sI7QC4&feature=youtu.be

Since fans of Dr Pepper participated in the videos, the result was often funny and intriguing. According to Andrew Ferguson of Blast Radius, by creating an endless video chain, the company was able to make the experience both personal and greater than the sum of its parts within the same execution. And he was right. The company managed to draw the attention of teenages, its most important age group of customers, and make them engage with the brand.

http://www.blastradius.com/2012/10/15/never-ending-dr-pepper/

Friday 14 February 2014

LINKING PEPSI BRAND WITH VARIOUS POP-CULTURE ICONS

Blog 2

Linking Pepsi Brand With Various Pop-Culture Icons

In April 2012 Pepsi launched a multi-year campaign called “Live For Now”. It was the brand’s first global campaign.

A centerpiece of the campaign is “Pepsi Pulse”, an interactive digital platform which operates in real time. One may say that it is a Tumblr-like dashboard of pop-culture content, curating and serving up tweets, pictures and news items from the world of entertainment. Aside from that, various celebrities are posting challenges, which fans are encouraged to solve. Moreover, Pepsi has replaced it’s homepage with Pepsi Pulse. Visitors are being encouraged to share each item with other people via various social media channels, including Facebook and Pinterest.

Also worth mentioning is the fact that as a part of this campaign, Pepsi organised and promoted a number of exclusive pop-up, Twitter-enabled concerts that summer, featuring major music artists.

These two initiatives gave Pepsi the opportunity to connect it’s brand with some of the most influencing pop-culture icons of our days. As a consequence, it managed to draw the attention of a substantial number of young people on it’s products. These people tweeted and shared on Facebook and Pinterest news and photos that at that age seem to be the most interesting to them and their friends. Pepsi was able to measure the effectiveness of this initiatives by searching for hashtags and keywords that include the names of it’s products.

References:

http://adage.com/article/cmo-strategy/pepsi-debuts-global-campaign-live/234379/

Monday 10 February 2014

BLOG 1 RELATED TO THE ASSIGNMENT

Football is America’s favorite sport by a wide margin. The Super Bowl television ratings are indicative of that, as Nielsen reports that on average 80 to 90 million people from the United States are tuned into the final at any given moment.

During this season the NFL launched a digital campaign, which invited fans to upload a video of up to five minutes or an essay of no more than a thousand words accompanied by up to five images on why they love football. Following the deadline of the submissions, a panel selected the ten finalists, whose stories were turned into short features by NFL films. Fans from all around the globe were able to vote which story they believe was the most engaging. The five winning storytellers were invited for a trip to attend the Super Bowl XLVIII, that took place on February 2nd, 2014.

What made the NFL’s campaign so remarkable is the fact that it managed to draw the attention of every football fan in the world. It did so by incorporating a voting process during the last phase of the campaign. Because of that, the NFL managed to increase it’s brand awareness among fans and it created hype around the Super Bowl from the very beginning, even though the final was scheduled to take place about five months later.

http://www.youtube.com/watch?v=pk8qazottyI