2. Positioning
Outcast is the only intelligent touch point interacting with drivers in the top 25 DMAs,
accurately casting their path and direction post-refueling, connecting brands to their
targets at the right time, before important purchase decisions are made.
6. Idea Objectives
• Driving awareness, sales, preference, loyalty
• Evolve Pepsi’s brand targets
• Create new iconic meaning for Pepsi brands
• Activate greater depth of engagement and participation
• Invoke new rituals and social influencers
• Develop new scalable concepts and platforms
8. Brisk
Idea 1: Brisk Rally Challenge
Drivers are given a timed-mission at Outcast pumps: complete a sequence
of simple, but creative objectives, extending from pump-to-store-to-beverage
cooler. Complete the challenge in the time limit and win instant redeemable
products from Brisk.
9. Brisk
Idea 2: Brisk Maneuvers
A smarter-than-you-think Outcast pump application that streams “in the
know” traffic intelligence, arming Brisk drinkers with vital information, getting
them out of jams before they get into them. Updates on construction,
accidents, alternate routes, and road conditions. A traffic app that chooses
the road less traveled.
10. Brisk
Idea 3: Claytivity
A simple touch-screen based activity, creating original clay art for Outcast
pumps. Think Subservient Chicken for claymation.
11. Brisk
Idea 4: Brisky Moves
Bring “Punk’d” to the C-store. Brisky Moves are personal expressions of
drinker’s creative edges – the emotional values they share with Brisk.
Encourage drivers who have wingman’s in tow, to prank their friends,
capturing the footage with phone. Upload and feature on Outcast pumps as
original programming from Brisk.
Extends “Get Spotted” promotion.
12. Brisk
Idea 5: “The Brisk”
Create :90 short film series developed by, and featuring, Brisk drinkers, who
capture the essence of the brand on film, through innovative storytelling.
Feature on Outcast pumps.
Think a micro version of HBO’s “Green Light.”
13. Brisk
Idea 6: Brisk Celebrity Driving Mistake of the Day
Quick video feeds of celebrities making obvious driving infractions. A guide
of what not to do. Featured only on Outcast pumps and in partnership with
paparazzi or gossip magazine.
14. Brisk
Idea 7: Fantasy Claymation Bowl I
A claymation football league parodying the NFL and fantasy football.
Broadcast on Outcast pumps during Super Bowl LVX.
15. Brisk
Idea 8: Briskims
Quotes of the day from Brisk drinkers, uploaded and displayed on Outcast
pumps. Think Twitter for the gas pump.
16. Brisk
Idea 9: Brisk Friday Night Fights
Life-size claymation figures fight it out, live, on-site at C and G-stores.
Outcast to rebroadcast event at pumps.
17. Mt. Dew
Idea 1: Green Light
A digital weather application located at key Outcast pumps, with close
proximity to mountains or beach, delivering accurate weather, snow and surf
information and forecasts. Helping Dew drinkers climb to the top of their
mountain, by giving them a “head’s up” on the weather and conditions they
will face today.
18. Mt. Dew
Idea 2: Dew Mad Dash
Teams compete in a virtual relay race, completing tasks dispensed at C and
G-stores with Outcast. Teams race against a virtual clock and other teams
to win Dew products and access to the Dew Tour.
Think “Amazing Race.”
19. Mt. Dew
Idea 3: Dew It Now!
“Don’t put off what you can do today” list. Randomize user-generated lists
of “things to do.” Sooner or later when at Outcast pumps, they will be
reminded of what they still haven’t done.
20. Mt. Dew
Idea 4: Dew Crawl
Help Dew drinkers hit the right high peaks during long road trips, by steering
them towards the fun. Outcast feature quick tips, views and opinions of
Dew Tour athletes talking about their home markets, and what to do while
there (a markets they travel too).
21. Mt. Dew
Idea 5: Dew Something!
A list of “never-though-of-that-before” ideas and things to do while standing
at the pump. Submitted by Dew drinkers featured only on Outcast.
22. Mt. Dew
Idea 6: Dew the Unthinkable
Recruit Dew drinkers to submit a 140-word testimonial video for something
they have been dying to do, but for some reason haven’t. Dew will help the
do it.
Dew will select 10 winners. Winners notified at pump on Outcast. Instant
redemption program.
23. SoBe
Idea 1: SoBeautiful Virtual Art Gallery
The sights, sounds, and motions of SoBe, inspired its flavors, colors,
packaging and graphics.
24. SoBe
Idea 2: The Ride of Your Life
A nationwide promotion where SoBe drinkers film their unconventional road
trips and commutes by car. User-generated content is displayed at Outcast
pumps. Participants win SoBe lifestyle accessories and beverages.
25. SoBe
Idea 3: SoBe Me
SoBe drinkers capture themselves on film defining and displaying their
original style and personality. A photo documentary of SoBe drinkers in their
element featured on Outcast.
26. SoBe
Idea 4: SoBe It
Magic 8 Ball the SoBe way, only on Outcast. Get creative answers to
creative questions you’re afraid to ask.
27. SoBe
Idea 5: Range Finder
Simple, touch-screen advice from Outcast pumps dispenses reliable and
easy information. SoBe drivers can find the most relevant points of interest,
can’t miss landmarks, local trivia, and insider tips for alternative route
planning while commuting.
28. SoBe
Idea 6: Left or Right?
A fun trivia game at Outcast pumps, where drivers touch the screen to select
if a car’s fuel tank is on the left or right. Get all correct and receive SoBo
product as POS.
29. SoBe
Idea 7: SoBe Skinsuit Emagazine
2011 SoBe skinsuit models featured with editorial content, only on Outcast.
30. Portfolio
Idea 1: Pepsi Game Day
Saturday and Sunday MLB, NBA, NFL and NHL game coverage on Outcast
pumps. Scores, highlights, stats, commentary, graphics.
Partner with Sports Illustrated, ESPN, Yahoo! Sports.
Event capable: Outcast Jumbo-tron, stadium seating, tailgating.
31. Portfolio
Idea 2: Pepsi Miles
A mileage (reward/loyalty) program for frequent drivers.
Think Delta Sky Miles with Citibank.
Use Outcast media terminals to inform and engage participants.
32. Portfolio
Idea 3: Virtual Under the Cap Match
From pump-to-store promotion. Outcast pumps feature digital and printed
“Under the Cap” codes. Players purchase a Pepsi product a match. Instant
validation and redemption.
33. Portfolio
Idea 4: Carpool
Outcast pumps bring riders going the same way together. An online posting
service that uploads to Outcast pumps, displaying and matching riders to
carpool to work or shopping.
34. Portfolio
Idea 5: The PCN – The Pepsi Culture Network
A virtual entertainment network consisting of music, film, internet, etc to
broadcast only on Outcast, where different Pepsi brands represent distinct
channels.
Partner with XM or Sirrus for nationwide coverage.
35. Portfolio
Idea 6: Handy Games
Create a series of pump-sensitive games and activities based on the
pressure applied to the gas pump handle. Think Wii meets the gas pump.
- Carnival games, Dave & Buster…
- Horse racing
- Steering a car thru an obstacle course
- Stress relief
- Build claymation characters and objects (Brisk)
- Design artwork (SoBe)
- Climb the mountain and balance on top (Dew)
- Play sports: shoot baskets, kick soccer ball, hit baseball, etc
37. Portfolio
Idea 8: Pop-Up Test Drives
Test drive new car launches and Pepsi products on-site at C and G-stores.
Promote on Outcast.
Partner with local car dealers.
38. Portfolio
Idea 9: Gas Station Games
Every Outcast pump at a location is a game controller. Drivers play a game
against each other – cards, scrabble, checkers, tick-tack-toe, etc.
Think X-Box, only bigger.
39. Portfolio
Idea 10: Winning Keys
Enter to win a chance to win a new car. Outcast pumps become the portal
to enter and win a new car. Contestants text a “Under the Cap” code from
the wireless device at-retail to attempt to start car.
