2013 Winners & Shortlists

The Brief

Ahead of the Euro 2012 Championships, Pepsi launched its latest line-up of football superstars through ‘Kick in the Mix’ – a fusion of football mixed with music. With football such a crowded space, it was important to ensure Pepsi maintained its strong association leading into the tournament. But we needed to explore new and unique territories. Mobile is undeniably top of youth’s channel preferences with 8-out-10 agreeing they ‘could not survive without it’. Therefore, our idea was to encourage fans to celebrate the football season by allowing them to Kick their own Mix, right in the palm of their hand.

Describe how the promotion developed from concept to implementation

The Kick in the Mix app was launched across all smartphone platforms to ensure maximum participation. As an immersive experience, the app was packed with exclusive videos, music, behind-the-scenes photos, interviews, fun and much more. Whether users wanted to listen to Calvin Harris tunes or watch Torres at the TVC filming - the Kick in the Mix app had it all. Included in the app was a stand-out augmented reality game, where fans could hold the phone parallel to the ground and play keep-ups with a virtual ball.

Describe the success of the promotion with both client and consumer including some quantifiable results

420,000 Kick in the Mix applications were downloaded onto smartphones by young Arabs – nearly double initial targets. The augmented reality game garnered a massive 1.34m plays meaning a total of 5m minutes of Pepsi interaction – in years, that’s nearly a decade! High volumes of interactivity have brought youth closer to the brand. In fact, 84% of young Arabs now associate Pepsi with football – up 6%. Finally, weekly consumption of Pepsi grew from 5 servings to 6.

Explain why the method of promotion was most relevant to the product or service

A live leaderboard was built into the application showcasing the top scores across the region – on offer - a trip to meet ‘World Player of the Year’ Lionel Messi! For QR ‘newbies’ we not only placed instructions on the can on how to use the code but also developed a TVC that explained the process visually. We provided Arab youth a unique place to enjoy, play and win during the years biggest football season.