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Pepsi - SMS Campaigns
Mission | Tactics | Deployment | Victories

Mission
Pepsi Australia came to Communicator looking for a new stream of creative ideas and innovative marketing concepts to drive product sales, while also targeting their core youth markets (eg. 14 to 24-year-olds) and positioning the brand as cutting-edge and hip. Except that we couldn’t use the word hip. Because old dudes use the word hip. And that ain’t hip.

Tactics
Sub 24s need constant stimulation, so Communicator came up with more than a dozen of successive and highly effective SMS and web-integrated campaigns that tied into Pepsi products to incentivise its young consumers to not only buy those products, but also interact with the Pepsi brand in a leading-edge, tech savvy and [insert your so-hot-right-now adjective here] way. One concept involved deploying a ‘Win an iPod Every Hour’ SMS promotion, tying consumer purchases of Pepsi products to hourly giveaways, and in which Communicator developed the concept creative for mobile, web, print and on-package use. Another deployed an extension of Pepsi’s Rock/Paper/Scissors game that allowed consumers to compete in the popular childhood game against Pepsi via SMS and accumulate wins that made them eligible for prizes. And yet another, a “Pimp My Ride” campaign, offered a dynamic web experience where consumers could enter unique codes to win a customised Mini Cooper, surfboard, the latest Motorola mobile phone and other coveted products.

Deployment
Communicator worked alongside Pepsi’s agency-of-record to ensure the success of the campaign. Both the front and back-end solutions were supplied and supported by Communicator in-house. Each campaign had its own implementation. The “Win an iPod Every Hour” was a classic example: entry to the competition was linked to the purchase of Pepsi products and hourly prizes of iPods were given away. Consumers would SMS the unique entry code found on pack, along with their full name and postcode to the premium rate promotional number. Communicator increased consumer urgency by broadcasting the hourly winner details to all half hourly entrants following each draw. The giveaway was promoted on-pack and via press ads, TVCs and radio ads, and formed a nationwide campaign that ran for months.

Victories
Huge responses greeted everywhere Pepsi and Communicator went in the mobile space. With the Rock Paper Scissors game, for example, Communicator placed nearly 28 million unique codes on Pepsi products, and generated an astonishing 552,449 entries by people to play the game. The end result also provided Pepsi with a highly targeted database that can be developed and used for future campaigns.
In the iPod-an-hour competition, thousands of prizes were awarded across the promotion with a phenomenal response rate of 12percent on pack redemption. This means that 12percent of all codes issued were activated and entered via SMS into the promotion with each entry linked to a unique purchase. Pepsi subsequently launched its slogan of “More Happy”. We can’t take credit for the inspiration, but it couldn’t have hurt…


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