Using a portion of our proprietary panelists we've been tracking the efficacy of youth-targeted user-generated advertising and promotional campaigns since June of last year. So far, the programs that have received the highest ratings include the Super Bowl program that Doritos ran (skewing male) and the Dove College program (skewing female). Based on early feedback (assuming it holds) all of the aforementioned campaigns will be trumped and spit out by Pepsi's latest push. The "Design Our Can" promotion allows visitors to create their own custom design for a Pepsi can. The site and corresponding tools are super easy to work with (which is always more than half the battle...i.e. concept might be cool, but execution ends up sucking). Designs will be first evaluated by Pepsi and the their top choices will end up back on the site where users can that cast the final vote for the winner whose design will end up 500 million cans that will be distributed nationally. This is more than just self expression and customization...the market is looking at the final result in an American Idol-esque kinda way...they win, they end up on 500 million cans and who knows what else after wards...comparison, you make it to Hollywood on AI, you sing every week in front of 30 million "potential" fans who purchase your music down the road...
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