In the Netherlands Pepsi’s social media isn’t a campaign, its a program defined by fans. Pepsi shows courage and builds on their brand promise by not rewarding fans with prizes or freebeez to stimulate engagement, but to enable people to experience things in the moment. All experiences are documented on social media and when combined, they underline that the brand lives for now! To enable people to live for now we created a story platform, one that comes and goes, that people can follow, influence, and that stands for our mentality. This is an old Dodge A100 of 1966, named: the Pepsi Rider. Everything around and about the Pepsi Rider is done and decided in real-life with the fans; from construction, to test drives and even breakdowns. Everyone can tap into the story and influence the process, but there are no prizes to be won in order to stimulate engagement. With this completely co-created program Pepsi changes the social-playground from their own perspective: Join, and Live For Now!Case video In 2012 the challenge for Pepsi was to make the Netherlands a more surprising and enjoyable place by sparking the fun rebel in everyone and empowering people to Live For Now. Pepsi shows courage and builds on their brand promise by not rewarding fans with prizes or freebeez to stimulate engagement, but to enable people to experience things in the moment. All experiences are documented on social media and when combined, they underline that the brand does Live For Now! Pepsi's social strategy is channel independent. It isn't about Facebook, Twitter, YouTube or even Google+, its about communication between the people and the brand. The channels wherefrom we communicate are irrelevant to some extend, the communication itself is leading. In the Netherlands Pepsi defines a new standard in social interaction by making the Pepsi Rider their brands representation in the real world, and letting people on social media decide how this representation looks and acts. The program resulted in great quantitative results, we saw a 600% fan growth over 6 months time and our Interaction Ratio, which indicates the appreciation of the content, resulted in 179% higher than the top pages in the market. All this without the use of any other media than Facebook sponsored stories, which shows that our content is strong enough to build an healthy and (inter)active fan base. When we look at the unmeasurable qualitative results we see an active and involved group of brand fans. We saw people step into their cars and drive across the country just to be the first to unpack and see the Pepsi Rider, we had people driving on a circuit test driving the Pepsi Rider. Several fans designed their own ideas on the exterior of the Pepsi Rider and one fan even spray painted his own design on the Pepsi Rider. We believe that with this completely co-created program Pepsi changes the social-playground from their own perspective: Join, and Live For Now.
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