April 20, 2009 @ 12:28 pm
Refreshing
“RefreshEverything”, Pepsi’s most recent campaign, which ran over 23 days in January and was timed to coincide with President Obama’s Jan. 20 inauguration, produced jaw-dropping results:
+ 6 million people visited RefreshEverything on Facebook.
+ 174,000 people became RefreshEverything Facebook fans.
+ There were 400 video submissions posted on YouTube, surpassing YouTube’s benchmark of 200 videos.
+ RefreshEverything YouTube videos received over four million page views.
+ Over 700 blog postings mentioned the ad campaign.
How did they do it?
1) The campaign started with a branded YouTube channel and a microsite, RefreshEverything.com.
2) The campaign used search and display ads on Yahoo and Google to drive traffic to both the YouTube channel and the microsite.
3) Two additional marketing tools, including e-mail marketing and a .mobi site, helped drive visitors to the sites.
4) An ad invited people to create a YouTube video, “Dear Mr. President,” as an open letter to President Obama.
5) On inauguration day, Pepsi ran take-over ads on Yahoo’s homepage and YouTube, driving an amazing amount of people to RefreshEverything.
This is a great example of using many kinds of new media to engage and inspire a chosen audience to get people talking. But of course, you have to have the idea first!
Check out how the microsite engages, delights, and inspires at RefreshEverything.
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