2014 Winners & Shortlists

Results and Effectiveness

A spectacularly successful campaign that validated Pepsi’s brand promise • 320,500 people visited the site • 264,358 were Returning Visitors • Beyoncé was caught 2,595 times • Influencers shared over 240 pieces of content (tweets, photos, videos, etc.) The entire journey in New York was captured on camera to create a short movie of the fantastic experience.

Creative Execution

To drive fans to the application Pepsi directed users through strategic use of a 30 second TV copy, Facebook and YouTube advertising products, and promoted hash-tags on Twitter. The TV copy was also used as a YouTube pre-roll advertisement which captured scenes from Beyoncé’s The Mrs. Carter World Tour with a call to action that drove users to the Pepsi Facebook page. In New York during the 3 day Beyoncé Dream Prize experience, Pepsi sent 3 highly influential social media influencers (from Egypt, Saudi Arabia and Kuwait) along with the winners of ‘Catch Beyoncé’ to capture the excitement of ‘Now’ through the content they posted on their own social media platforms as well Pepsi’s social media platforms. The influencers gave our fans in the region live-coverage of everything that went on.

Insights, Strategy and the Idea

With Beyoncé begin named the 'face of Pepsi' globally, MENA decided to celebrate this momentous occasion. But with no scheduled concerts in this region for the popular star, we still brought a piece of Beyoncé to their cities. Through the use of a digital game which encompassed Beyoncé’s song ‘Grown Woman’ in celebration of the brand and celebrity’s partnership – 'Catch Beyoncé If You Can' was created. Users needed to locate Beyoncé virtually in their city by dropping pins on a map; the closer they got to Catching Beyoncé, the louder Beyoncé music played. The incentive was for 38 lucky winners to fly to New York to meet Beyoncé and see her in concert on an all-expense paid trip. The campaign was a beautiful collaboration of on and offline experiences. Online was the trigger to engagement while communicating the partnership, while the reward was an actual experience with the star.