Tuesday, April 24, 2012

Campaign Watch: PEPSI 'Change the Game'


Pepsi is back online with its new campaign ‘Change the Game’. The campaign shifts Pepsi's focus from Cricket to Football, essentially hooking on to the sport that's gaining more patronage from the youth today.

Pepsi's
Change The Game microsite
is a video showcase cum social media lead-in that also gives out details on the ‘Pepsi T20 Football’ events. Yes you read that right! Pepsi is conducting new format 20 minute Football Games for which they are calling youngsters across cities to register and ‘audition’. The site provides all the related details of the on-ground events, videos & galleries of the auditions. The site also has Pepsi endorser wallpapers.

The Social Media Connect is complete with Blogs, Twitter handle, Facebook and Google+ brand pages.

The blog posts mainly recap the auditions and there are only a couple of posts for now which I guess will pick up as the events pan out.


Pepsi India's Facebook Page
wall posts cover on-ground action from the T20 Football auditions. With more than 2.7 million fans this is quite a popular brand page.

The Twitter handle has similar content, though the posts are more frequent.

The Google+ brand page
hasn’t seen an update in a long time.

The imagery and creatives are all high quality as expected from a brand like Pepsi. But the online campaign lacks inspiration and ideas. Don’t you think?
With a similar set of available assets check out the super
Nike Cricket executions.
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