PepsiCo India decided to run a Reach Block on February 11, 2011 to guarantee that it would reach 100 percent of its target audience over a 24-hour period. “With cricket and Pepsi, practically every single person in India is the right customer,” the brand says. “So the Reach Block had open targeting.” A main push of the campaign was amplifying the effectiveness of PepsiCo India’s “Change the Game” campaign on television by allowing people on Facebook to watch the content and interact with it inline. The first ad featured a video plus poll engagement format that incorporated a television commercial featuring cricketer-turned-umpire Billy Bowden. The ad text encouraged people to view the spot that discussed how Bowden learned his “game changing umpiring style” and asked people to vote on their favourite “game changing plays.” The second was a Premium Video Like Ad that encouraged people to watch another of PepsiCo India’s TV spots—this one about game-changing philosophy—and to connect to the Pepsi India Page. The third ad drove people to ‘The Biggest Wave” application on PepsiCo India’s microsite. There, users could upload a headshot of themselves, creating an avatar wearing an outfit with a Pepsi logo that would dance around their desktops “cheering” on India’s cricket team. The avatar could also be shared with friends. Results
• The Reach Block ads were viewed more than 19 million times, topping PepsiCo India’s estimates by 145 percent. Combined with sustaining media, the ads were viewed more than 22 million times. • The brand achieved high engagement with its desired audience with 53,000 people responding to its poll in the 24-hour period. • During the campaign, nearly 16,000 connected to the PepsiCo India Facebook Page, adding to its fan base of brand loyalists to whom it can update and engage with on a regular basis. That number climbed to nearly 22,000 with sustaining media. The Page now has more than 1 million fans. With Friends of Connection...
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