PEPSI BEYONCE. BRING USER EXPERIENCE TO THE FULLEST.
2013. Campaign Asia, Silver vietnam digital agency of the year.
Pepsi’s brand ambassador for 2013 is Beyonce, the well-known Queen of Dance.
Pepsi was looking for an innovative way to reach the local Vietnamese audience both online and on-ground. Using Beyonce as their launching point, they asked us to find a way to digitally deliver the campaign in several mediums while encouraging trial and creating a social movement to earn them as much unpaid traction and media as possible. To do this, we were limited to using a key visual of Beyonce only. Beyond that, we did not have permission to use anything else Beyonce related.
Using this, we leveraged the love shown by Beyonce’s fans by fusing real world interaction with a digital platform.
--------------------------------------------------------------------------------------------------------------------------------------------------
A Digital Vending Machine Connected to Facebook
We developed a custom vending machine where users had to mimic Beyonce’s choreography from one of her songs with the possibility of winning a free PEPSI can based on their dance performance.
As we were unable to use real Beyonce video footage, we created 6 short dance tutorial videos with famous Vietnamese dancers. The machine was able to track users’ movements to see if they matched with our famous dancers.
As we were unable to use real Beyonce video footage, we created 6 short dance tutorial videos with famous Vietnamese dancers. The machine was able to track users’ movements to see if they matched with our famous dancers.
Thanks to Kinnect technology we were able to track user’s move and compare it with dancer’s move.
Regarding his moves user get a % success and a free PEPSI can.
With facebook connect our users could capture and post their performance online to share with others.
---------------------------------------------------------------------------------------------------------------------------------------------------
WEBSITE. DANCE LIKE BEYONCE BATTLES.
For the online community, we created a website that showed random battles between dance videos. Viewers were then given the opportunity to vote for the one they liked best. They were also allowed to submit videos or directly record and upload their dance clips to the website.
---------------------------------------------------------------------------------------------------------------------------------------------------
RESULTS
• We put our vending machine in 3 places.
• After 12 days of activation, 1800 user experienced the PEPSI BEYONCE DANCING MACHINE.
• Time on site is 03:00 mins.
---------------------------------------------------------------------------------------------------------------------------------------------------
CREDITS
Agency : Sofresh
CREDITS
Agency : Sofresh
Executive creative director / Creative : Emilie Veillon
