The brief:
As Pepsi launched a new look can for this iconic product, it was vital that this was reflected digitally too. Additionally, the new website needed to appeal to consumers as an online destination they wanted to return to throughout the year rather than as a place of interest during periods of real world promotional activity. This would remove the peaks and troughs of visitor traffic and create a sense of being an online community.
The new site needed to move from one being driven by marketing campaigns to one that was driven by consumers. Capitalising on the ground breaking digital work such as Max Your Life, which proved that Pepsi was a brand confident enough to encourage user generated content, the new site needed to extend its UGC activity. It was also important to capitalise on the brand’s footballing and music credentials.
Designed as a central hub, the homepage features a video wall of TV spots,user-generated content and links to popular websites. Windows on the video wall are dynamic, changing in size to represent the popularity of each subsection, while others will drop in and out as and when campaigns start and finish.
In order to give consumers more reason to visit the site regardless of real world marketing spend, the site puts UGC, games and music at centre stage.
Tie-ups with organisations like ‘Live Nation’ mean registered visitors will have the opportunity to win VIP tickets to live music events and music festivals throughout the year. Site visitors who share Pepsi’s love of football will get priority access to information about Pepsi’s footballing activities – whether it’s sponsorship of top talent or involvement at grass roots level with promotions that encourage more people to get their boots muddy and play the ‘beautiful game’.