Pepsi Max wins over key customers with custom branded site

Pepsi Max aimed to strengthen its connection with young men in UK, Norway and Australia, the brand’s key strategic markets outside the US. Although the Pepsi Max TV ad had been successful, creating a deeper engagement with this audience required taking the Pepsi Max experience beyond traditional media, into the online environment. The solution which included a branded custom website – the Pepsi Max Club and profile targeting deeply mirrored the values of the young men in this segment, generating a strong connection with the brand.

Campaign objectives:

• Engage young men in strategic non-US markets
• Strengthen consumers’ connection with the Pepsi Max brand
• Create entertaining message, transferable across cultural differences

Creative solution:

Behavioral analysis provided by Microsoft Advertising revealed that young men in the target audience had an interest in showing off for their friends online, especially through social media channels such as Email and Instant Messenger, using video for viral enablement and personalization. In response to these findings Microsoft Advertising created the Pepsi Max Club, an entertaining custom website where young men shared funny content and could win prizes. A series of similarly humorous initiatives were launched on Windows Live Messenger using profile targeting, and Xbox LIVE where media placements generated a record breaking Click-Through-Rate of 34%, channelling traffic to the Pepsi Max Club. Interactive Pepsi Max promotions, customized for local audiences supported the custom website.

 Key results:

• High targeting accuracy: 73% of respondents were male and 68% were aged under 29
• High engagement time with the Pepsi Max brand: a total of 799,000 hours with an average of 17.9 minutes spend by each user 

• Record breaking 34% Click-Through-Rate for the Pepsi Max media placements on Xbox Live.
• Due to the campaign’s success in these key markets, digital executions were provided at global level
  
  

Click here to download the full Pepsi Max case study in PDF. 


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