Case Study - Pepsi

Background
Leading up to the 2007 Super Bowl, Pepsi unveiled 15 new can designs and created a range of promotions as part of a major new branding initiative. Its Super Can contest gave fans the chance to win Super Bowl tickets for life and a jewel-encrusted can valued at $100,000. Alongside traditional and online promotions, Pepsi also became the latest brand to deploy a mobile marketing program on the Sprint Mobile Media Network, and one of the first to incorporate video into its campaign.

GOALS

• Generate entries in the Super Bowl Tickets 4 Life sweeps
• Drive participation in Pepsi Super Can Contest (win jewel encrusted can), supporting launch of 15 new can designs
• Extend Pepsi brand through wallpaper and video downloads of new can designs
• Drive viewers of Pepsi-sponsored Super Bowl video updates on Sprint Power View

SMMN SOLUTION

• Four banner ad campaigns with content and demo targeting
• Ad mechanics:
  • Click for entry info
  • Click to download wallpaper
  • Click to Sprint Power View (mobile TV)
  • Click to Pepsi videos

RESULTS

Increased Brand and NFL Sponsorship Engagement in Five Days:

• 4.65% Avg. CTR (3.5% to 6.5%)
• 47% conversion of Wallpaper downloads; 175k
• 60% conversion on Click to Video

Clients