Mobile Integration: A Huge Missed Opportunity for Pepsi’s New Campaign

Pepsi FO SHO

By now you’ve seen them everywhere: brightly colored billboards featuring the new Pepsi logo inserted into exclamations like “HOORAY!” and “HOWDY”. I like to imagine the strategy behind this campaign went a little something like this:

Step 1: Come up with a long list of words that contain the letter “O”.

Step 2: Take over as much out-of-home inventory around the country as you possibly can, to show off all those “O”-words you came up with.

Step 3: Activate your campaign with an integrated mobile partnership with Pongr or Mobot. Incentivize “collecting” cameraphone shapshots of all your different creative units, via a contest or retail promotion. Tie it all together with a (post-moderated, please) live feed of all the submitted photos on a social media-enabled branded microsite. (Oh wait, you already have one? Go ahead and use that.)

Except Step 3 never happened. Tens of millions of dollars of media put against a national OOH branding campaign with no message and essentially no brand mention — fine. But why not set aside a few grand to take your advertising beyond mere impressions?

This is a plea for better integration in advertising. Who will answer the call?

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March 8, 2009 | Filed Under Advertising, TV, Print, Outdoor 

Comments

One Response to “Mobile Integration: A Huge Missed Opportunity for Pepsi’s New Campaign”

  1. lowongan kerja on April 22nd, 2009 1:28 am

    yes, it does really “blend” advertisement. The truth is i never seen this kind of advertisement in my country Indonesia. Especially PEPSI brand. Its new thing maybe if it comes to Indonesia.

    Really eye catching.. :D

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