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Beverages
Pepsi ran a series of 3 programs over 3 months all involving games
- Red Can Sports Stars (game required the viewer to pan across the screen
identifying 6 Pepsi products hidden in the picture.)
- Athletes Mix and Match (game required viewers to turnover cards and
matching
images of product or of athletes)
- Ping Pong (game had Chinese New Year symbols and player had to hit product or
characters with a ball and bat)
Total results over the 3 months were as follows:
Total taxis: 9,000 (3 months
x 3,000)
Total passengers to date: 10,921,450
Total TVC views by them: 14,905,517
Total number entering icon: 1,184,947
Total SMS: 62,681
Prize Redemption: 67%
Prompted Recall of Taxi Passengers
From Pepsi’s research: Have you seen advertising in taxis for Pepsi, Miranda, Sprite, etc. If so what do you recall. (Respondents were asked to recall at least one message specific to the icon). (Base 200.)
82% recall – 1 month post campaign
74% recall – 2 months post campaign
71% recall – 3 months post campaign
This is an extraordinary result. How many TV commercials for example could you remember from 3 months ago?
New Product Launch: Pepsi: Fruit Drink
Pepsi launched a new fruit drink: key message - real fruit juice. They used TV outdoor, social media and Touchmedia. Touchmedia was 1% of their budget. We developed a game using the fruit flavors.
In post campaign research on did viewers see the campaign and where:
TV 43%Outdoor 6%Mobile/Internet 7%Touchmedia 41%
Spend on TV was 30 times the spend on Touchmedia.
Coke Zero ran several campaigns over the last few summers on our screens in China. Each usually involved a game and a promotion.
The two most popular were:
James Bond Game: where the viewer was 007 and had to shoot villains as he walked though a warehouse seeking stolen loot.
Dance Game: where the viewer had to get the on screen character to mimic the dance moves of the star.
They were hugely popular:Taxis: 6,000 x 2 months
TVC Viewers: 14,931,631 peoplePlayed Game: 2,001,646 peopleEntered Promo: 261,142 people
Coke Zero
