The brand’s "Unbelievable" campaign in the U.K. includes Vine billboards and an augmented reality bus shelter, as well as a YouTube channel with new weekly content, including one video with 6.1 million views.
To emphasize the "unbelievable" taste of Pepsi Max to Millennial customers in the U.K., parent company PepsiCo and advertising agency AMV BBDO are riffing on the theme with a series of "unbelievable" initiatives, which include asking consumers to submit Vines for a chance to be featured on billboards throughout the country.
Or, as AMV BBDO puts it, the strategy for the campaign was "informed by the understanding that, for our audience, the discovery that a no-sugar drink still has maximum cola taste is 'unbelievably' good," so the brand has "created, collaborated on, and curated a host of unbelievable feats and experiences."
The billboards were located at seven sites across London, Birmingham, Manchester, Liverpool, Leeds, and Glasgow and were live from February 17 to March 2.
A rep for AMV BBDO says the brand tweeted about the Vine posters to encourage people to get involved.
@PepsiMaxUK has 58,000 followers and Pepsi Max has 1.2 million likes.
In order to participate, consumers sent Vines to @PepsiMaxUK and/or tagged them with #LiveForNow. The AMV BBDO rep says the brand was "celebrating those that are unbelievable" in its selection of featured Vines, such as this video from @RazTweets.
In addition, the rep says there was "no limit" to how many were featured, but it is "too soon to discuss figures" for the number submitted.
Starting March 10, the brand will also be sponsoring an augmented reality bus shelter on New Oxford Street in London, but AMV BBDO says it "can't give [any more details] away just yet."
The "Unbelievable" campaign also includes the Unbelievable Channel on YouTube, where Pepsi Max is posting new content weekly.
According to AMV BBDO, this includes "unbelievable feats created by Pepsi Max" such as, "Can a human run a loop-the-loop for the first time?" and the Pepsi Max Unbelievable Challenges.
As of March 3, the Human Loop-the-Loop video, in which stuntman Damien Walters attempts to become the first man to run in a loop-the-loop, has 6.1 million views.
The series also includes the so-called Card Ninja.
"With YouTube lying at the heart of Millennials' lives, being the first place they look for entertainment and a rich source of great social currency, it became a key channel within our new campaign," AMV BBDO says.
The agency also says it is working with emerging YouTube directors like Jack Howard, TimH, and Adrian Bliss and talent like F2 Football Freestylers, Storror Group, and Mindtrick in its videos.
Pepsi did not respond to requests for comment.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT