It is gearing up to incorporate user-generated content, social networking, blogs and mobile media.
The soft drink giant will be building on the momentum generated by its previous initiatives in China, which invited the public to compose scripts for a TV commercial in 2006 and to upload photographs for the chance to appear on a ‘Pepsi photo can’ last year.
The soft drink giant will be building on the momentum generated by its previous initiatives in China, which invited the public to compose scripts for a TV commercial in 2006 and to upload photographs for the chance to appear on a ‘Pepsi photo can’ last year.
The latest installment calls for candidates to submit photographs of themselves along with a declaration of support for China and its national Olympic team to one of six partner blogs selected by Pepsi.
About 100 winning entries will be chosen to appear on special edition cans on the basis of votes received by visitors to the sites.
To heighten interest in the voting process, Pepsi will operate as a social facilitator, proposing suitable matches between candidates and voters and encouraging communication in the form of messaging via participating partner sites.
The campaign, developed by digital creative agency Agenda, with media buying handled by Allyes and MindShare, has reportedly attracted 11 million submissions so far, which have in turn drawn almost 48 million online votes and over 60 million visitors to the website.
While the drive is aimed primarily at consumers in the 18 to 30 demographic, PepsiCo interactive manager Tony Mei said the overall aim was to unite the public in supporting China through Pepsi.
“It is important to get consumers cheering for China together,” he said.
The current phase will run until the end of next month.
