CASE  STUDY  PepsiCo UK

Challenge PepsiCo was accustomed to using US television commercials for their UK ads and, in the UK, Pepsi Max was being outsold by Coca-Cola. Solution Engaging young people by using exclusive technology to create and share (via YouTube) memorable and unique experiences.  Campaign Highlights Pepsi created an interactive bus stop that included “unbelievable” scenes, like a giant robot and hurtling meteor, designed to delight and shock travelers and passerby. As a result of the campaign:

• PepsiCo’s YouTube subscribers grew from 4,000 to 66,000

• The YouTube channel became the fastest-growing UK brand channel at launch by views

• PepsiCo gained a +.43%

increase in ROI through the campaign alone

• Pepsi Max market share grew by +1.2%

Relevance The miniature world of Gulliver’s Gate will provide patrons with a similar immersive experience filled with awe and delight. Like the PepsiCo digital-first campaign, Gulliver’s Gate will use a creative and unique medium to generate invaluable social currency.

Social  Currency  and  Brand  Recognition  Through  Experiential  Marketing      Londoners waiting for the bus at New Oxford Street were in for an incredible experience. PepsiCo UK, along with their creative ad agency AMD BBVO, replaced the bus stop glass with a six sheet that used exclusive technology to project an illusion of the street ahead. Instead of providing a view of the actual sidewalk, the six-sheet projected a live feed, containing unique and fantastical digital content, and altering the travelers’ perceptions of reality. The shelter was part of the 2014 Pepsi Max “Unbelievable” campaign, which highlighted its unbelievable combination of excellent taste AND no sugar. The scenes alternated between a variety of adventures, including an alien invasion, a robot attack, a racing tiger, and a crashing meteor (pictured at right). The experience was uploaded to YouTube and shared; it has been viewed over 7 million times to date. About 85% of those views were generated from social sharing of the video, which is valuable to note; shared videos are three times more likely to be watched, for an average of three times longer. Additionally, the video had a Facebook engagement rate of 9%, which is six times the category’s average engagement rate of 1.5%. The “Unbelievable” bus stop was part of PepsiCo’s “LiveForNow” campaign, a digital-first campaign which was a new, but successful, strategy for PepsiCo.

 

 

   

Pepsi Max: An “Unbelievable” Experience The uploaded content earned over 7 million YouTube views (about 85% were earned views), had a Facebook engagement rate of 9%, and earned over 120,00 mentions, likes, and shares across Facebook, Twitter, and YouTube.

• The campaign reached mass broadcast at a fraction of the cost of traditional advertising models

• Overall, ROI for FY 2014 increased by 1.1% from FY 2013

• ROI for FY 2014 was 12.43%, the highest it had been in 3 years

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The statistics and information herein were obtained from third-party resources and not directly from the Case Study company. The information contained in this case study is to be used only as a reference for benchmark purposes. Gulliver’s Gate may not be held liable for the accuracy of these sources.

This kind of experiential marketing creates not only social currency, but also establishes a direct relationship between brand and consumer. The essence of the “Unbelievable” campaign is the shared live experience; similarly, you can ensure that patrons will associate your brand with their unique experience at Gulliver’s Gate. With our innovative media platform, Gulliver’s Gate can enhance a current marketing campaign or help generate ideas for a new one. Gulliver’s Gate sits in NYC’s Times Square, which hosts approximately 330,00 people daily; “The Crossroads of the World” is also a global tourist attraction. This is your chance to diversify revenues by reaching new target audiences from all over the world. By investing early, you will lock in on early partner pricing, make an impact before the competition, and invest in the kind of unique marketing platform that is leading the industry. Innovation and originality build brand recognition; this is your opportunity to foster direct and frictionless engagement with your consumers on a global scale.

Gulliver’s Gate will be a unique and memorable experience for every visitor;

invest now to ensure your company is part of that memory.

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