Home  › Marketing › Strategies
wheel-of-levy

Pepsi Next Launches Wheel of Levy to Seduce America

  |  April 26, 2013   |  Comments

The dual-language campaign features actor William Levy in a series of short videos that offer coupons for Pepsi Next.

While game show host Pat Sajak may have more wheel experience, Pepsi instead opted for actor William Levy in a wheel-themed campaign to drive awareness and trials of Pepsi Next in the product's second year of availability.

The promotion kicked off April 22 as Pepsi Next, which the brand says has Pepsi taste with 60% less sugar, debuted Wheel of Levy, a website which, as the name implies, showcases a spinnable wheel with various personalities, as well as a question mark and a can of Pepsi Next.

Levy embodies each of the personas on the wheel, including: a doctor, a romantic, an action hero, a rock star, a sci-fi character and a theater buff. The site also features brief videos of Levy playing each of these characters.

Users who land on the wheel's question mark find a shareable image of Levy, such as his romantic character, with the message, "I thirst for you. Love, William."

According to Pepsi, Levy is flexing his acting muscles to showcase six personas in "hot pursuit of one united goal": to get America to try a Pepsi Next for free.

Consumers who spin the wheel and pick a favorite persona can register to receive a two-liter bottle of Pepsi Next at the end of each video. However, the site notes there are limited coupons available per day.

Esperanza Teasdale, senior director of Pepsi Next and TM Pepsi Innovation, says Pepsi will give away 400,000 coupons and the campaign will run for about four to six weeks.

So far, Pepsi has given out "a couple hundred thousand" coupons and the site had "over one million hits/views" in its first day, she says.

The site is available in English and Spanish. Users can change the language in the top right-hand corner.

"Basically, what we've done is partner with Levy, a Latino heartthrob and wonderful guy, to leverage his power of acting to help seduce America to try Pepsi Next," Teasdale says, adding the personas enable Levy to "show the range of his acting capability and have some fun in a cheeky way to basically try to get people to try Pepsi Next for free."

Despite Levy's reputation as a heartthrob, Teasdale says the campaign targets both men and women in the 25-to-34 range because "obviously women love him, but I think guys wish they could be him."

What's more, Levy's appeal is broadening as he crosses over into the U.S. market, Teasdale says. Levy appeared in numerous Spanish language soap operas before he was a contestant on ABC's Dancing with the Stars in 2012.

"This is a great way to leverage where he is in his career to help drive awareness. He has a broad appeal we're excited about and he really does love Pepsi Next," Teasdale says.

She also says the brand is able to capitalize upon Levy's status as a Latino heartthrob to drive the campaign's seduction theme.

"Seduction is common in telenovela characters, so this is a fun approach to have same effect hopefully all across America," she says.

Pepsi is pushing the promo on Facebook to Pepsi Next's 148,000 fans and @PepsiNext's 8,600 followers.

Wheel of Levy videos also appear in a YouTube playlist. Views range from 11,000 to 146,000.

Digital agency the Barbarian Group created the activation.

In a Tumblr post, Barbarian says the campaign is supported by a TV spot and a paid digital and social buy on Buzzfeed, YouTube and E! online, as well as in-store promotions and TV appearances.

Barbarian also notes the campaign is Pepsi Next's largest Hispanic effort to date.

Tags:

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...