You’ve probably seen the billboards and bus ads by now, but in case you weren’t aware, we recently launched the digital side of Pepsi’s new Hit Refresh campaign. MTV are pushing it on television, we’re running it here on the ‘net.
It’s pretty cool, a mash-up of Pepsi re-inventing their image and placing a huge focus on digital marketing the combination of which turned into a Twitter based scavenger hunt, with the prizes coming in the form of cold hard cash. Well, not cash so much as 101 slick little EFTPOS cards loaded up with $250 each.
A brief run down: the refreshment company activation team (known as Pepsi Refreshers) make their way out into the world, choose an obscure location in a well populated Australian city, and then start tweeting out clues about where they are from the Pepsi Australia Twitter page. We’ve rigged it so that game playing, money lusting, Pepsi fans can also catch these updates on the Facebook Page, or at the Hit Refresh site, in order to more effectively race each other to the prize.
This is excellent because the entire thing can essentially be run from a smartphone, an easy thing for a Pepsi Refresher to have on them at all times. Plus, the players themselves aren’t tied into any particular service in order to keep up with the clues. It’s infectious, interactive, and incredibly efficient – social media at its best, really.
Creative mastermind Toby Caves really took advantage of the fact that APIs and widgets basically rule the internet now, and the main campaign site grew into a deliciously crafted overview of everything that’s happened, and is happening in the competition at any given time.
The latest clues are fed in from the Twitter page, Facebook fans are prominently displayed, a schedule and Google powered map let people know which cities the Refreshers are going to pop up in next and the Winners Gallery shows off all those lucky sods with their fancy new free money cards. It’s all ruled over by an explanatory Flash header, and coated in a vibrant blue that only exists between shades of Pepsi and Twitter.
Speaking of those cards, we feel like they’re a bit of a win. Based on the global Refresh campaign posters and candy colour palette, they are a bit more recognisable and fun than straight up cash in your hand while still being just as usable.
Stamped with the new Pepsi globe logo, we’ve also slapped some helpful thematic suggestions for spending the well won dollars. Things like style, scene, and so on – after all, if you win a prize you shouldn’t be using it to pay your bills (unless you really need to, then it’s ok). As a general rule though, prizes are fun, should be used for fun, should be spent on your self, and we wanted to encourage that.
We wanted the prize cards to be like the campaign, simple, effective, fun and it feels like we nailed it.
No, it’s not modest or polite to rave on about oneself, but this is a pretty exciting project for us, and the response so far has been amazing, so we thought we’d throw out a few more details and see what you all think.
Check out the campaign, hit us up in the comments and let us know.