CASE STUDY: Pepsi Max Taste - user generated content on mobile

Provided by Bauer Media
Pepsi launched a video UGC campaign, to support their online activity. The first commercial UGC mobile campaign in the UK!
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What was the Challenge / Background of the Campaign?

To deliver a commercially funded UGC environment, to the key 16-34yr audience, a media first for mobile. To deliver engagement with the Pepsi Taste messaging. To join a mobile property with an online campaign. This campaign used the Seemetv/Lookatmetv video UGC service across the 3 and O2 operator portal. This was the first time we had used our UGC service for ad funded campaign. This ran in conjunction with the online campaign, whereby entries to the competition, were fed into the online website of which the users were able to vote the best 50 videos.

What was the Campaign Objective?

To deliver engagement and uploads and downloads of the pepsi sponsored content. To encourage creativity around a loose campaign slogan of 'Max your life'.

What was the Solution?

A featured video competition channel on Lookatmetv (now rebranded as Eyevibe), that was linked to the online competition. Therefore, every upload was entered into the main competition. Every user entering this channel was allowed to download the videos for free (usually there is a charge of 10p). Every video downloaded, included the a post roll ad for Pepsi Max Taste

What were the Results?

Over 50,000 video UGC downloads in a month. 250,000+ impressions within the featured sponsored channel. 2 of the 50 £1,000 prizes on offer were awarded to entries that came from the mobile UGC channel!

What were the Key Learnings of this Campaign?

A brilliant way to tap into people's creativity, If you add value and an opportunity to have fun, consumers respond. What better way to have brand advocates creating content using your brand. This service is currently delivering 1.5M video downloads a month across o2 and 3. This campaign only ran on o2, in the future if it ran on o2 and 3 the potential could have been much higher. Note: All videos loaded have to go through Lookatmetv (now Eyevibe) stringent T&C's and only go live once approved by LMTV (Eyevibe) editorial staff.
BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k16-34 digital savvy male & female
16 - 24
25 - 34
Both
ABC1
C2
DE
MOBILE
ONLINE
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDE
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