PepsiCo has today (17 February) launched an “Unbelievable” campaign posting user-generated vine videos into outdoor advertising, a move that indicates the brand’s move away from traditional, TV-lead campaigns to digital efforts.
In a “media-first” the soft drinks maker is encouraging members of the public to create and submit Vines using the hashtag #LiveForNow showing something “unbelievable” they have done. The best efforts will be published across seven UK cities on The Grid, Ocean Outdoor’s network of screens.
The campaign, which is part of PepsiCo’s wider Live For Now campaign, was crafted by OMD, Talon Outdoor, AMV and Grand Visual and will be supported by YouTube videos that promote the brand’s own “unbelievable” idea of 'maximum taste, no sugar'.
Rich Simkins, innovations director of Talon Outdoor said: "Social video and digital out-of-home have interesting similarities and short-form, entertaining Vine content is perfectly suited to the DOOH channel.
“We love it when our brave clients challenge us to close the gap between social and DOOH and, in this instance, Grand Visual’s versatile OpenLoop platform has helped make Pepsi Max’s ‘Unbelievable’ ideas possible”.
The “Unbelievable” campaign comes after PepsiCo unveiled details of its superstar 2014 football squad via Twitter last month, reflecting the brand’s growing focus on digital marketing.