Another test. Another prank.
With already 7M views in 2 days, you probably already watched it. But what does it tell ?
Åkestam Holst and Society 46 created “The Sound of Football” to give visually impaired people a better football experience and maybe, in the future, create new aides that enable you to “see” with sound. As a first test, they arranged a football match between a team of visually impaired players and a team of former professional footballers. They wanted to see how they would perform under equal conditions – in a match where no one can see. Read more…
Pepsi launches a new challenge to users who are eager to generate content. In Spain the soft drink is running a competition which invites visitors to design the layout of a Pepsi can. The best design will be actually put in production and the Pepsi can will be distributed throughout Spain. The contest’s idea is not extremely original, but can still result quite inspiring for young, undergraduate illustrators. Unfortunately the appeal of the whole contest is somehow lowered by a website not as nice and appealing as it should have been.
Pepsi Japan is online with a weird advergame in which you have to run and click to destroy a series of ice walls. Make sure you read the instructions before starting because they forgot to put the help option. It very difficult to play so, be patient!
Pepsi is working on a branded content campaign that will involve 12 countries on the way to the World Football Cup in Germany next year. They are planning a football reality Tv-show called the “Pepsi Max World Challenge” which will count on a 4 million pounds budget, and will debut in April. Twenty-four teenagers (two each from 12 countries) will take on a series of football challenges at grounds around the world, including Manchester United and AC Milan, with soccer stars such as David Beckham, Thierry Henry and Ronaldinho.
In Australia, over 160,000 people visited a web site called heapspoor.com which is spoofing the new Pepsi Max Heaps Rich campaign. As Adrants points out, Pepsi Australia is actually behind the spoof. In the end, it’s not important how people talk about you, what matters is just that they are talking about you. Anyway, I really appreciate there is still someone out there with some sense of humor!
Pepsi TattooCorporacion JWT for Pepsi (Uruguay) to celebrate its 50th anniversary in the country. Copy says: “Get it, without your parents’ permission”
Brazilian agency Almap BBDO has created a series of Pepsi Twist icons to be used to personalize MSN Messenger. The emoticons are part of an online strategy in which Pepsi has used also rich media and email marketing to build awareness about its new drink.
Le Journal du Net explores (in French) PepsiCo online strategies in France, talking with Martine Pelier, a marketing executive at the soft drinks giant. Pepsi is investing more and more money in online advertising, reducing at the same time its spending in Tv ads. TV spots haven’t been dismissed, simply they have become part of a more integrated strategy in which Pepsi wants to substain its anticonformist image. Given the target audience (15-25 years old) the company is focusing on Internet activities and on music content. In particular Pepsi has launched this year, in cooperation with Virgin, www.pepsimusicplay.com, where people can win music, ringtones and mobile phones. The site is also connected to the Pepsi Town the online community launched in 2002, which at first sight looks like an Habbo Hotel. Pepsi Music Play among mid-April and the end of June received over 1.8 million visitors who went online to redeem the winning codes found on Pepsi drinks. The interactive agency helping Pepsi deploying its online marketing strategies is Chewing Com, which also works for BMW and Nintendo.
New Media Age reports Pepsi is about to launch a global mobile campaign, with a WAP portal at the centre of its activity. In the UK the initiative will use the Pepsi Max brand. The agencies behind this effort are Graphico, which is Pepsi’s mobile agency and Communicator from Australia. Communicator is the mobile marketing agency that helped Pepsi creating the extremely successful SMS campaign “Win an iPod every hour” which received over 555,000 entries generating an incredible 15 percent redemption rate.
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