Pepsi invited fans to submit dance moves via 10-second mobile videos, offering the chance to appear in a video with the singer herself in New York, as the drinks brand looks to increase its reach to mobile users. The soft drink giant’s new summer initiative integrates with the brand’s current TV commercial featuring Beyonce to add a promotional element to its video efforts.
Pepsi’s campaign points to the growing interest from brands to incorporate user-generated mobile video to engage with consumers.
Brand: Pepsi | Sector: FMCG, Food and beverage | Country: US |Objective: brand awareness, consideration and purchase | Format: Mobile, Video, YouTube, Viral, Social media
The eight videos judged best will win the makers a trip to New York and a chance to appear in a video with Beyonce.
“Our approach always stems in connecting with our consumers and engaging with them where they work, live and play,” said Rishi Daing, senior director of marketing at Pepsi, Purchase, NY.
“A contest available through mobile was a natural choice for us, as it allows fans to participate anywhere and anytime this summer,” he said.
Pepsi has created a microsite for the campaign at http://www.pepsi.com/en-us/d/danceforachance.
Via the site, consumers are encouraged to watch Pepsi’s latest commercial and check out Beyonce’s dance moves. The site pulls in an embedded minute-long video from Pepsi’s YouTube account.
Then, users submit their own ten-second videos by choosing a part of the commercial to replicate.
The ten-second time limit is an interesting component to Pepsi’s campaign because it fits between the length of a Vine and an Instagram video and forces consumers to get straight to the point about their content.
Consumers first fill out an entry form with basic information about themselves, including their name, date of birth and email address to enter the sweepstakes. To speed up the entry form process, consumers can sync up the microsite with their Facebook account to automatically fill in some of the sections.
The video is then uploaded via YouTube, and users are asked to copy in a YouTube URL to submit their video.
The entry form also lets users check off if they want to receive additional email promotional material from Pepsi in the future.
Additionally, consumers can view other submissions via the site.
Social media and Web components are also being used by Pepsi to get the word out about the campaign this summer.
The campaign runs through August 8, although the submission for videos ends on July 20.
