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.
The UK Pepsi portal dedicated to football has a new advergame developed by Graphico. The game, called Pepsi Handball, aims at promoting the Pepsi Soccer Schools. It looks like Tetris… If you’re looking for advertainment ideas, I suggest you browsing the whole site which is a good example of branding targeting teenagers.
Proximity has developed a new site for Pepsi Italia (www.pepsi.it). It has a unusual graphics which mixes cartoons characters and photos. It features a lot of content for young users, such as music, sports and cinema presented in an interactive environment to explore. The nice thing is the “museum” where users can learn more about the brand and watch Pepsi Tv spots from around the world.
Despite the failure of their first co-marketing initiative, Apple and Pepsi have decided to do it again. This time instead of the US, they have decided to target the Australian market with a campaign supported by mobile phones. As Macworld UK reports, Australian Pepsi drinkers with a cell phone, can enter the competition via SMS and win an iPod an hour for six weeks.
Do you remember the “Drink a Pepsi, win a song campaign?” (if you don’t just follow the link Well, according to Apple that partnered to the initiative with iTunes, redemption rates were low, and althought the campaign was offering 100 million songs, only 5 million were actually downloaded. MacWorld tells more about, also quoting a disappointed Apple official.
Pepsi has recently redesigned its Italian web site, refreshing its online brand image. At www.pepsi.it, users can now get to know Pepsi’s testimonials, like Britney Spears and football player Francesco Totti, downloading pictures and desktop wallpapers. The web site also features Pepsi’s latest tv spot and, of course, several information about the soft drinks.
A couple of weeks ago Pepsi and iTunes launched an interesting promotion. Drink a Pepsi, get a code, and download a song for free. Cool integrated marketing idea but… the promotion has been soon “hacked”. As a matter of fact, people can get the code without actually buying the bottle. Read more about this incredible story on ZdNet.
A new campaign by Pepsi in partnership with Apple ioffers music fans the opportunity to download tracks from the iTunes site every time they get a ‘lucky’ ring pull or bottle top. As Silicon.com explains the adverts claim there are 100 million songs to be won and that one in three drinks will be lucky.
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