CAMPAIGN SHOWCASE
Pick of the best PEPSI – ‘Football Hero’
Pepsi teamed up with Microsoft Advertising to create a global digital campaign targeting football fans ahead of the FIFA World Cup in South Africa.
This integrated digital marketing campaign allows Microsoft Advertising’s portfolio, including
Xbox.com, Xbox LIVE, Hotmail and MSN channels, to be showcased while offering PepsiCo huge international audiences and unique brand engagement opportunities.
TV and print ads, developed by media agency OMD, centre around a website, ‘Football Hero’, designed by Microsoft’s creative team. A series of five interactive games take the player on a journey from ‘zero to hero’. As players progress, they earn points that ‘unlock’ personalised video content. Users can then share their progress on instant messenger and other social media sites such as Facebook.
“We really wanted to show off our advertising platforms and make users engage with Pepsi. The site has had well over 100,000 game plays already, with some users spending up to 20 minutes within the experience,” says Microsoft Advertising’s EMEA creative strategist Tom Brunner, speaking before promotion had even got off the ground.
One big advantage of using digital platforms in a global campaign is the scope for selectability and control in local markets. Pepsi’s local promotions are easily advertised using a cartoon plane that flies details of the promotion, relevant to that market, across the screen at the start of each game.
Tailoring the narrative appropriately has accounted for local prejudices. For example, Thierry Henry is not liked in Ireland, so instead of re-shooting an entire spot he has simply been removed from the online Irish experience. In Asian markets, the scantily clad ‘WAGs’ have been replaced with more appropriately dressed women.
Coca-Cola has spent millions on free tickets and affiliation to be the official World Cup sponsor, and yet the digital offering from Pepsi feels fresher, younger and more energetic, with the potential for huge brand engagement.
Saying that, Coke itself has had a change of tack with its largest ever campaign set to run around this year’s World Cup. Based on players’ goal celebrations, the idea fits well with the brand’s ‘Open Happiness’ tagline.
Unlike previous sponsorship activity, the work is based on just one idea, which originated with Argentine agency Santo. Coke has also claimed that it is its most integrated work yet, using YouTube to encourage consumer participation.
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BRANDS: PepsiCo
International CATEGORIES: Computer/ Software REGIONS: 14 markets across Europe, Middle East, Africa and the Americas DATE:
April 2010 AGENCY: OMD
International, London MEDIA CHANNELS: Digital media; online; point of sale; in store
Coca-Cola’s sponsorship of FIFA’s virtual Panini Sticker Album on
FIFA.com has also been met with huge success. In its first two weeks, the initiative generated 200 million page views, and two million virtual sticker swaps. FIFA is predicting that the site as a whole will see a record 5.5 billion page views over the duration of the event.
Meanwhile, Pepsi is claiming a new scale with its work in China, via
www.pepsi.cn. Here, a digital campaign links in with the growing ties between China and the African continent. Consumers can bet, test their hand-eye coordination skills on a virtual pitch, play soccer online, and explore a 3D version of an African island, earning cans to help Pepsi on its journey from China to Africa. The consumer providing the last can will have their name carved into a football stadium that Pepsi will donate in Africa. ○
M&M Q2 2010 23
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