How do you stimulate and motivate Pepsi’s target audience (18 – 24 year old males)? Get Kelly Brook on their favourite piece of kit – their mobile phones. Mix it all together and give them a ton of content they can share with their mates. Scan the can and they get it all …
We used multiple digital channels and were innovative in the way we delivered the Pepsi message get a ‘kick in the right direction’.
The solution featured:QR codes on 400 million packs Kelly Brook videoKelly Brook behind the scenes, images, downloads and interviewsMobile internet siteFree mobile gamesOnline media campaign (mobile and web advertising)Social networking and the ability to share all the contentPR and blogging campaign
Why QR codes?
QR codes demonstrated Pepsi was innovative (they were the first UK fmcg brand to use them) and created an extra PR buzz. But it was always important to see the technology for what it was – an eye catching and ground breaking gateway to drive consumers to content. Also, they were a cost effective method of encouraging interaction with the target age group. The campaign was never ‘about QR codes’.
Why Kelly Brook?
Pepsi wanted to leverage its relationship with Kelly Brook - a tabloid and lads mag favourite. GraphicoDMG wrote and filmed a tongue in cheek, funny video with Kelly, which featured on the Pepsi websites and advertising. It quickly went viral with the help of some seeding. The PR company also secured coverage in The Sun and The Daily Mail linking her name with Pepsi and QR codes. The advertising campaign ran across Sky Sports, The Sun, MSN, Vodafone Live and other key media and featured an MPU ad format featuring Kelly. Kelly was also featured in the social media work.
Why social media?
This group loves to share content so it was important that all our content could be shared and forwarded. None of the content was locked – to a device or a platform - and it could all be embedded in their own social networking profiles. Content for sharing included: Kelly Brook video, behind the scenes at the shoot (interview, video and stills), three mobile games including Project Gotham Racing and specially selected random snippets from the web.
Did it work?
Yes! The QR code packs will be on shelf for six months, in the first month of the campaign the Pepsi MAX' mobile site received 131,426 visits of which more than half were unique visitors and the fixed line site received 234,000 visits – the highest monthly total of the year.
What are QR codes?
QR codes are 2D bar codes that, when photographed by an enabled phone, automatically open a mobile website directly on the phone. The Pepsi QR code took users to the mobile version of the Pepsi website.