Mycan and Pepsi's Digital Marketing Campaign

When Pepsi started campaigning its range of My can ads where a young boy calls Shahrukh and John Abraham Uncle it left everyone wondering as...

When Pepsi started campaigning its range of My can ads where a young boy calls Shahrukh and John Abraham Uncle it left everyone wondering as to what was Pepsi upto since these ads seemed rather boring but what was interesting was the My can packaging and the positioning behind the ads. According to Pepsi "The youth of today believe in creating their own style rather than imitating a celebrity" and hence the concept of Mycan.
Pepsi extended this positioning and made a very interactive foray into digital marketing since net is where today's youth hangs out. It used its own Pepsizone on Yahoo to run a contest inviting users to share their thoughts on why they should be on the Pepsi My Can, a special edition can that will feature 10 lucky winners.
Twenty short-listed young people were chosen to explain on screen how they connected with Pepsi and what qualities about them made them the right choice for the Pepsi My Can. These videos were then posted on the site and visitors were asked to vote for those whom they felt should be on the my can. The voting is now closed. These elements make for a great example of social community based marketing campaign and a great deal of consumer engagement.
According to agencyfaqs the Pepsi My Can site received 3.7 million page views and 2.8 million votes within just 10 days of the videos going live in December 2007. The number of unique visitors on the site was 313,000. Take a look at one of the videos by one of the contestants named Neha
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3 comments

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vcim said...

I have learned a couple of things from your presentation. Nicely done!
Digital marketing is the promoting of brands using all forms of digital advertising channels to reach consumers. So go ahead and All the best.

SHOBHANA said...

Thanks for sharing your experience. Online Marketing is just one of those things that you have to learn through trial and error, unless your pockets are so deep that you can hire a marketing department. However, I appreciate your message of doing it with integrity.

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