Pepsi max meets vine
Do you remember Pepsi Pulse, the interactive digital platform that we
met a few weeks ago? [link the underlined text to the Pepsi Pulse’s
article] It was part of the wider “Live for Now” campaign. Recently PepsiCo
launched one more campaign that is related to that same wider campaign. That
last one was called “Unbelievable” and combined digital with out-of-home
advertising techniques.
The company took advantage of the power of social media. In the campaign
fans were asked to create their own six second videos on Vine using the hashtag
#LiveForNow. The aim was to gather Vines that were reflective of the Pepsi Max
brand. These Vines were then displayed on large billboards that were placed on
major cities in all around the United Kingdom.
Although smart and attention drawing, this kind of campaigns pose an issue.
It is a fact that on such campaigns the quality of the displayed content on billboards
depends on the quality of the content uploaded by the fans. The brand needs to
maintain quality control. Because of that, AMV BBDO, the digital agency that
works for Pepsi Max, filtered the user-generated content so that it suited the
brands core values better.
With “Unbelievable” PepsiCo tries to raise brand awareness through the
social media. The company relied on Pepsi’s fans, its most valuable customers,
to send out its message. You can watch some examples of the #LiveForNow Vines
in Pepsi Max UK’s Vine page.
Read more:
No comments:
Post a Comment