Targeting the New Screens in Our Lives


Pepsi Max Cash-or-Car Competition 2012


Posted on August 31st, by AndrewJacobs in Uncategorized. Comments Off

The Objective:

The primary objective of the campaign was to drive entries to the Pepsi Max Cash or Car competition via the mobile site while also building awareness of the competition and its prizes.

The Challenge:

To participate in the competition customers had to enter a unique code from the product packaging. So the challenge was to bring the competition to the awareness of the target demographic, drive customers in store to buy a bottle of pepsi and then have them return to the mobile site to enter.

The Execution:

Stage 1: Mobile Banners optimized to gaming, entertainment and sports environments across multiple publishers drove users to an Animated HTML5 Pepsi mobile site to learn about the competition, its prizes and how to win.

Stage 2: Users purchased a Pepsi Max and were prompted to enter the mobile url into their mobile phone for a chance to win.

Outcomes:

- Exceeded Impression, Click & CTR targets
- Exceeded targeted unique audience goal
- Exceeded qualified registration targets
- 22% Conversion from visit to entry





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