Suche senden
Hochladen
Eyeblaster Case Study Pepsi Refresh Everything Dear Mr President
•
2 gefällt mir
•
2,412 views
Eyeblaster Spain
Folgen
News & Politik
Melden
Teilen
Melden
Teilen
1 von 2
Jetzt herunterladen
Downloaden Sie, um offline zu lesen
Recomendados
Online Marketing Proposal for Coca-cola
Online Marketing Proposal for Coca-cola
julie3100
Chris Barron - share a coke
Chris Barron - share a coke
Paul Ellarby
Coke case
Coke case
rainbowbrite89
UnME Jeans : Branding in Web 2.0
UnME Jeans : Branding in Web 2.0
Sameer Mathur
Digital strategy for coca cola
Digital strategy for coca cola
LyndseyStormer
SHARE A COKE
SHARE A COKE
Maranda Thibodeau
Un me jeans branding in web 2.0
Un me jeans branding in web 2.0
Sameer Mathur
HOW BRAND PR BROUGHT SHARE A COKE TO LIFE FOR COKE FANS
HOW BRAND PR BROUGHT SHARE A COKE TO LIFE FOR COKE FANS
The Wilbert Group
Más contenido relacionado
Was ist angesagt?
Social Media and Business - Coca Cola
Social Media and Business - Coca Cola
Kriti Singhal
Social Marketing Made Simple A Step-by-Step Guide
Social Marketing Made Simple A Step-by-Step Guide
invitereferral
Share a Coke Campaign Slideshare
Share a Coke Campaign Slideshare
Joseph Hunter
Google Chome: The Web Is What You Make Of It.
Google Chome: The Web Is What You Make Of It.
Stuti Kathuria
ADVERTISING
ADVERTISING
NehaShivani3
Digital digest #4
Digital digest #4
ChandaniRaval
digital marketing of coca cola adidas and american tourister
digital marketing of coca cola adidas and american tourister
Student
Coca cola The social Media GuarD By manpreet Singh Digital
Coca cola The social Media GuarD By manpreet Singh Digital
Manpreet Singh Chhabra
Coke Open Happiness
Coke Open Happiness
TELiBrahma Convergent Communications. Pvt. Ltd.
Young Marketers Elite 2013 - Assignment 10.1 - Phuong Vi_Nghi Nghi
Young Marketers Elite 2013 - Assignment 10.1 - Phuong Vi_Nghi Nghi
Phonl CL
How to attract customers with facebook
How to attract customers with facebook
Safe Rise
Unit 20 P1
Unit 20 P1
Beau Beaumont
Part 2 Leveraging the internet for community fundraising (revised edition)
Part 2 Leveraging the internet for community fundraising (revised edition)
Matt Kepple
The next big thing timeline
The next big thing timeline
Carolyn Dateo
European Communication School Session Three
European Communication School Session Three
Richard Stacy
Young marketers elite 2013 assignment 12.1 - tuong cuong
Young marketers elite 2013 assignment 12.1 - tuong cuong
Joy Phan
Fabulous Fashion Marketing Tips
Fabulous Fashion Marketing Tips
invitereferral
Taste the feeling
Taste the feeling
Fasha Johanis
Facebook Ad Targeting for Lead Generation - Pubcon Vegas 2017
Facebook Ad Targeting for Lead Generation - Pubcon Vegas 2017
Shelly Fagin
Extra credit
Extra credit
arosin
Was ist angesagt?
(20)
Social Media and Business - Coca Cola
Social Media and Business - Coca Cola
Social Marketing Made Simple A Step-by-Step Guide
Social Marketing Made Simple A Step-by-Step Guide
Share a Coke Campaign Slideshare
Share a Coke Campaign Slideshare
Google Chome: The Web Is What You Make Of It.
Google Chome: The Web Is What You Make Of It.
ADVERTISING
ADVERTISING
Digital digest #4
Digital digest #4
digital marketing of coca cola adidas and american tourister
digital marketing of coca cola adidas and american tourister
Coca cola The social Media GuarD By manpreet Singh Digital
Coca cola The social Media GuarD By manpreet Singh Digital
Coke Open Happiness
Coke Open Happiness
Young Marketers Elite 2013 - Assignment 10.1 - Phuong Vi_Nghi Nghi
Young Marketers Elite 2013 - Assignment 10.1 - Phuong Vi_Nghi Nghi
How to attract customers with facebook
How to attract customers with facebook
Unit 20 P1
Unit 20 P1
Part 2 Leveraging the internet for community fundraising (revised edition)
Part 2 Leveraging the internet for community fundraising (revised edition)
The next big thing timeline
The next big thing timeline
European Communication School Session Three
European Communication School Session Three
Young marketers elite 2013 assignment 12.1 - tuong cuong
Young marketers elite 2013 assignment 12.1 - tuong cuong
Fabulous Fashion Marketing Tips
Fabulous Fashion Marketing Tips
Taste the feeling
Taste the feeling
Facebook Ad Targeting for Lead Generation - Pubcon Vegas 2017
Facebook Ad Targeting for Lead Generation - Pubcon Vegas 2017
Extra credit
Extra credit
Ähnlich wie Eyeblaster Case Study Pepsi Refresh Everything Dear Mr President
Procter & gamble.pptx
Procter & gamble.pptx
Ayush Shandilya
UnMe jeans branding in web 2.0
UnMe jeans branding in web 2.0
Sameer Mathur
Procter and gambler
Procter and gambler
Kunal Pratap Singh
Procter and gamble
Procter and gamble
Swaroop Chandwaskar
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
Let's Goo Social
Procter & gamble
Procter & gamble
Nishant srivastava
Procter & gamble.pptx
Procter & gamble.pptx
Himanshu Maurya
Proctor&gamble
Proctor&gamble
siddharthtaklikar
Procter & Gamble Case Study
Procter & Gamble Case Study
Vikash Kumar
Procter and gamble: Marketing capabilities
Procter and gamble: Marketing capabilities
Paras Gupta
Outside Line - Case Studies - 2007
Outside Line - Case Studies - 2007
Outside Line
Technique: Notes
Technique: Notes
Tessa Jonson
Presentation p&g marketing capabilities
Presentation p&g marketing capabilities
Abhishek Singh
Case study - P&G
Case study - P&G
Kandukuri Sai Omkar
Share a coke with compaign
Share a coke with compaign
AlissarAbdo
Cannes09 Gv Final
Cannes09 Gv Final
Mads Holmen
Twist Capabilities
Twist Capabilities
Jettasetting
Striegel
Striegel
internetstats
PROCTER & GAMBLE CASE STUDY
PROCTER & GAMBLE CASE STUDY
Swarang Chandwaskar
Viral Marketing
Viral Marketing
Bibi Mathew ✔
Ähnlich wie Eyeblaster Case Study Pepsi Refresh Everything Dear Mr President
(20)
Procter & gamble.pptx
Procter & gamble.pptx
UnMe jeans branding in web 2.0
UnMe jeans branding in web 2.0
Procter and gambler
Procter and gambler
Procter and gamble
Procter and gamble
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
A Brand's Success Lies In It's Campaigns! We Have Some Proof For You!
Procter & gamble
Procter & gamble
Procter & gamble.pptx
Procter & gamble.pptx
Proctor&gamble
Proctor&gamble
Procter & Gamble Case Study
Procter & Gamble Case Study
Procter and gamble: Marketing capabilities
Procter and gamble: Marketing capabilities
Outside Line - Case Studies - 2007
Outside Line - Case Studies - 2007
Technique: Notes
Technique: Notes
Presentation p&g marketing capabilities
Presentation p&g marketing capabilities
Case study - P&G
Case study - P&G
Share a coke with compaign
Share a coke with compaign
Cannes09 Gv Final
Cannes09 Gv Final
Twist Capabilities
Twist Capabilities
Striegel
Striegel
PROCTER & GAMBLE CASE STUDY
PROCTER & GAMBLE CASE STUDY
Viral Marketing
Viral Marketing
Mehr von Eyeblaster Spain
Presentacion Publicidad Digital Automocion Eyeblaster 2010
Presentacion Publicidad Digital Automocion Eyeblaster 2010
Eyeblaster Spain
Estudio publicidad digital automocion Eyeblaster 2010
Estudio publicidad digital automocion Eyeblaster 2010
Eyeblaster Spain
Publicidad Digital para Sector Viajes
Publicidad Digital para Sector Viajes
Eyeblaster Spain
Effectiveness of Digital Advertising For Brand Campaigns
Effectiveness of Digital Advertising For Brand Campaigns
Eyeblaster Spain
Campañas de Respuesta Directa Top 10 Recomendaciones
Campañas de Respuesta Directa Top 10 Recomendaciones
Eyeblaster Spain
Iab Spain Eficacia Formatos 2ªOleada
Iab Spain Eficacia Formatos 2ªOleada
Eyeblaster Spain
Tendencias en el Sector de Medios de Comunicacion
Tendencias en el Sector de Medios de Comunicacion
Eyeblaster Spain
Eyeblaster Case Study Se Uses Personalization to Engage Global Campaign
Eyeblaster Case Study Se Uses Personalization to Engage Global Campaign
Eyeblaster Spain
Eyeblaster Case Study Mars Bar Case Study
Eyeblaster Case Study Mars Bar Case Study
Eyeblaster Spain
Eyeblaster Case Study Emirates Smar Versioning For Quick Takeoff
Eyeblaster Case Study Emirates Smar Versioning For Quick Takeoff
Eyeblaster Spain
Eyeblaster Case Study Suzuki Smart Versioning
Eyeblaster Case Study Suzuki Smart Versioning
Eyeblaster Spain
Eyeblaster Research Note Cpc Curtail The Growth Display Advertising
Eyeblaster Research Note Cpc Curtail The Growth Display Advertising
Eyeblaster Spain
Eyeblaster Analytics Bulleting Online Video
Eyeblaster Analytics Bulleting Online Video
Eyeblaster Spain
Eyeblaster Global BenchMark Report 2009
Eyeblaster Global BenchMark Report 2009
Eyeblaster Spain
MediaMind
MediaMind
Eyeblaster Spain
Time and Attention in Digital Advertising
Time and Attention in Digital Advertising
Eyeblaster Spain
Latest Trends Customer Experience Online
Latest Trends Customer Experience Online
Eyeblaster Spain
Social Media Engagement Report 2009
Social Media Engagement Report 2009
Eyeblaster Spain
Eyeblaster Trends In Conversion 2009
Eyeblaster Trends In Conversion 2009
Eyeblaster Spain
Tendencias En Comunicacion Digital Eyeblaster Oded Lida Ded09
Tendencias En Comunicacion Digital Eyeblaster Oded Lida Ded09
Eyeblaster Spain
Mehr von Eyeblaster Spain
(20)
Presentacion Publicidad Digital Automocion Eyeblaster 2010
Presentacion Publicidad Digital Automocion Eyeblaster 2010
Estudio publicidad digital automocion Eyeblaster 2010
Estudio publicidad digital automocion Eyeblaster 2010
Publicidad Digital para Sector Viajes
Publicidad Digital para Sector Viajes
Effectiveness of Digital Advertising For Brand Campaigns
Effectiveness of Digital Advertising For Brand Campaigns
Campañas de Respuesta Directa Top 10 Recomendaciones
Campañas de Respuesta Directa Top 10 Recomendaciones
Iab Spain Eficacia Formatos 2ªOleada
Iab Spain Eficacia Formatos 2ªOleada
Tendencias en el Sector de Medios de Comunicacion
Tendencias en el Sector de Medios de Comunicacion
Eyeblaster Case Study Se Uses Personalization to Engage Global Campaign
Eyeblaster Case Study Se Uses Personalization to Engage Global Campaign
Eyeblaster Case Study Mars Bar Case Study
Eyeblaster Case Study Mars Bar Case Study
Eyeblaster Case Study Emirates Smar Versioning For Quick Takeoff
Eyeblaster Case Study Emirates Smar Versioning For Quick Takeoff
Eyeblaster Case Study Suzuki Smart Versioning
Eyeblaster Case Study Suzuki Smart Versioning
Eyeblaster Research Note Cpc Curtail The Growth Display Advertising
Eyeblaster Research Note Cpc Curtail The Growth Display Advertising
Eyeblaster Analytics Bulleting Online Video
Eyeblaster Analytics Bulleting Online Video
Eyeblaster Global BenchMark Report 2009
Eyeblaster Global BenchMark Report 2009
MediaMind
MediaMind
Time and Attention in Digital Advertising
Time and Attention in Digital Advertising
Latest Trends Customer Experience Online
Latest Trends Customer Experience Online
Social Media Engagement Report 2009
Social Media Engagement Report 2009
Eyeblaster Trends In Conversion 2009
Eyeblaster Trends In Conversion 2009
Tendencias En Comunicacion Digital Eyeblaster Oded Lida Ded09
Tendencias En Comunicacion Digital Eyeblaster Oded Lida Ded09
Último
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
Hem Chand
Dep. Freire Gomes - Termo de depoimento.
Dep. Freire Gomes - Termo de depoimento.
Editora 247
Dep.Baptista.Jr - Termo de depoimento
Dep.Baptista.Jr - Termo de depoimento
Editora 247
10032024_First India Newspaper Jaipur.pdf
10032024_First India Newspaper Jaipur.pdf
FIRST INDIA
Why democracy dies in Trumpian boredom (by Edward Luce)
Why democracy dies in Trumpian boredom (by Edward Luce)
LUMINATIVE MEDIA/PROJECT COUNSEL MEDIA GROUP
Court Denies Rust Request for an Injunction to stay on the ballot
Court Denies Rust Request for an Injunction to stay on the ballot
Abdul-Hakim Shabazz
A young black boy that lives in the ghetto
A young black boy that lives in the ghetto
terryhords56
Pakistan Propaganda Needs Effective Rebuttal.
Pakistan Propaganda Needs Effective Rebuttal.
Nilendra Kumar
Understanding of Post-Event Press Release .pdf
Understanding of Post-Event Press Release .pdf
prnewswireagency
Último
(9)
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
Industrial Air Pollution studying Bhopal Gas Tragedy and Its impact in ecolog...
Dep. Freire Gomes - Termo de depoimento.
Dep. Freire Gomes - Termo de depoimento.
Dep.Baptista.Jr - Termo de depoimento
Dep.Baptista.Jr - Termo de depoimento
10032024_First India Newspaper Jaipur.pdf
10032024_First India Newspaper Jaipur.pdf
Why democracy dies in Trumpian boredom (by Edward Luce)
Why democracy dies in Trumpian boredom (by Edward Luce)
Court Denies Rust Request for an Injunction to stay on the ballot
Court Denies Rust Request for an Injunction to stay on the ballot
A young black boy that lives in the ghetto
A young black boy that lives in the ghetto
Pakistan Propaganda Needs Effective Rebuttal.
Pakistan Propaganda Needs Effective Rebuttal.
Understanding of Post-Event Press Release .pdf
Understanding of Post-Event Press Release .pdf
Eyeblaster Case Study Pepsi Refresh Everything Dear Mr President
1.
Cam in Banner
Case Study – R/GA / Pepsi Dear Mr. President, Refresh Everything Overview His mastery of social media played no small part in the historic election of Barack Obama. Like no candidate before him, Obama harnessed technology to connect and coalesce key audiences into a political, social groundswell that soundly defeated his opponent. Among the key audiences energized on the pages of Facebook and 140 character tweets were young and first time voters. Sixty-eight percent of voters ages 18 to 29 cast their ballots for Obama, versus 30 percent for John McCain. That is by far the greatest share of the youth vote that any presidential candidate has received since exit polls began reporting results by age categories(1). Enter Pepsi and its “Refresh Everything” brand campaign. With its newly designed logo in hand, the soda brand points its long board toward the tsunami that is the Obama revolution. And like Obama, Pepsi has chosen the same communication channels to engage the elusive Millennials in an open letter to the new president via its “Dear Mr. President” campaign. The result was a direct line to the Oval Office and a brand introduction like no other. Goals Campaign Details • Bring awareness to Pepsi’s updated brand and logo. Advertiser: Pepsi • Reestablish Pepsi’s position as a youthful challenger brand. Campaign: Dear Mr. President 2009 • Tap into the iconic “change” social/political phenomenon. Media Buy: ACME • Foster brand community through 2-way communication with Creative Agency: R/GA customers. Interactive Features: Upload/Download; Cam in banner. Strategy • Energize all channels with Refresh Everything message. • Harness video content, social media and digital marketing in innovative ways to reach Millennials. • Align campaign with the inauguration with an open letter to Barack Obama. • Empower consumers to record a webcam message directly from a video banner, encouraging them to not only interact Continued on next page... with the banner, but actually create content and push it back to the brand. © 2009 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com l 646.202.1320 (US) or +44 (0) 20 7831 9410 (UK)
2.
Tactics •
The campaign used paid search and display ads on Yahoo Music and the Google Content Network to drive traffic to the YouTube brand page and the Refresh Everything mircosite. Other channels included e-mail marketing and a mobile site. • R/GA created a first of its kind Eyeblaster-powered banner ad that invited people with webcams to record and upload their message directly within the banner. The best videos were featured on 1 a branded YouTube channel and microsite for 4 refresheverything.com. • Celebrities like Lady Gaga and Will.i.am delivered 2 their own “Dear Mr. President” video messages and via a link, visitors of the Pepsi branded YouTube channel were directed to a Refresh Everything Facebook profile. 3 Results • 6 million people visited Refresh Everything on Facebook and nearly 85% were from the target audience of Millennials. • More than 175,000 became fans of Refresh Everything on Facebook. • The webcam in Banner unit helped garner over 700 total video submissions that generated 4 million views and 100,000 text submissions to YouTube. • The campaign became the #1 sponsored YouTube page. • Millions of consumers were exposed to Pepsi’s campaign by the heavy press coverage, which included 700+ blog postings. In developing a digital strategy for Pepsi, R/GA started with the fundamentals of the brand. Pepsi has always been at its best when it is an active participant in the culture, particularly when our culture is being renewed and refreshed. There is no bigger or better example of a cultural shift than the arrival of a new President. The Dear Mr. President campaign helped people get closer to, and participate in the cultural phenomenon of our time. Dawn Winchester | EVP, Chief Marketing Services Officer, R/GA (1) Center for Information and Research on Civic Learning and Engagement, at Tufts University © 2009 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com l 646.202.1320 (U.S.) or +44 (0) 20 7831 9410 (UK)
Jetzt herunterladen