17 February 2014 - 2:47pm | posted by | 0 comments

Pepsi Max integrates real-time Vine videos into outdoor ads

Pepsi Max integrates real-time Vine videos into outdoor adsPepsi Max integrates real-time Vine videos into outdoor ads

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.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

The Drum Election Podcast Features Cult LDN

24/04/2015
Our agency co-founder Cat Turner has a seat on The Drum's...

Running Stock Photography

24/04/2015
A shot from a recent stock shoot in North Wales.

E-Commerce website for Attends

23/04/2015
As a global organisation, Attends required a best-in-class...

Making Great Strides With Social and PPC

22/04/2015
Sleeping Giant Media works with Nova to increase the...

HEINEKEN UK

22/04/2015
Our comprehensive technical expertise has been instrumental...