Pepsi Engages Music Fans in Socially-Driven Challenges
As a brand that has its finger on the pulse of pop culture, Pepsi in the summer of 2013 engaged consumers with the music and artists they love through a series of socially driven challenges linked to live experiences and prizing. Pepsi tapped into the fan armies of key artists in country and pop music to fuel contests that produced content and conversation, for instance, prompting consumers to post fan art of a favorite artist across Instagram, Tumblr, Twitter and Facebook.
All entries were curated in a customized hub that housed the consumer responses. Custom on-air spots, in-show call-outs, high-profile integrations, social messaging and digital assets across MTV, CMT and VH1 alerted fans that participating in these contests could grant them access to artists and events such as the CMT Music Awards, Hunter Hayes’ album release party at Webster Hall, Beyoncé’s Mrs. Carter Show World Tour, a meet and greet with Demi Lovato, tickets to a special VMA performance and the opportunity to decide Katy Perry’s next early release single off her new album.
Social media was at the heart of this campaign, enabling consumers to gain access to artists and influence key artist decisions, and gave Pepsi a voice in pop culture conversations, ultimately increasing brand affinity and purchase intent.