Advertising Case Study
PepsiCo entered India in 1989 and has grown to become the country’s largest-selling food and beverage company. One of the largest multinational investors in the country, PepsiCo has established a business aiming to serve the long-term dynamic needs of consumers in India.
Facebook Executive Summary
PepsiCo India spends heavily on TV and Print during the cricket season as the sport has a huge following in India. Occurring once every four years, the ICC Cricket World Cup is not only the country’s biggest sporting event but also the biggest media event. Ahead of the tournament in April 2011, Komli Media, a leading digital media network platform in the Asia-Pacific region, approached PepsiCo with the idea of doing a major campaign on Facebook timed to mark the start of India’s run-up to the event in Dubai. PepsiCo India had four key objectives including creating buzz for the company around the Cricket World Cup by organizing the biggest online branding event. It also wanted to get its cricketcentric television spots closer to consumers and create a deeper level of engagement for the brand. What’s more, the brand wanted to drive traffic to an application it had created specifically for the Cricket World Cup. The brand’s agency, Group M, partnered with the brand in the campaign’s execution. “While the online medium in general offers user interactivity that’s quite different from traditional media, Facebook in particular offers a unique form of engagement with our consumers and combines it with huge reach numbers,” PepsiCo India says. facebook.com/pepsiindia Objective: Create buzz for the brand around the 2011 Cricket World Cup and amplify the awareness of its television spots Solution: A Facebook Reach Block featuring Facebook Premium Video Ads incorporating TV spots from Pepsi India’s “Change the Game” campaign Key Lessons: •
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