March saw PepsiCo re-purpose the long running US Dorito’s ‘Crash The Super Bowl’ contest to form India’s Pepsi ‘Crash The IPL’ campaign.
A part of an international ‘Pepsi Challenge’ style initiative, Pepsi is asking cricket fans and consumers from across India and throughout the cricket-loving world to showcase their creativity and make their own 30-second ad showing their love for Pepsi.
Participation is incentivised with cash prizes, plus VIP access and other game-related benefits at Pepsi IPL 8 matches for the finalists and for the winners the lure of their spots being aired live on national TV during Pepsi IPL 8.
The winning entries replacing Pepsi’s official IPL commercial during the tournament (which is running from 8 April to 24 May).
The winners will be chosen from a select group of finalists by an elite jury of marketing and creative experts, plus entertainment personalities
The competition was promoted through a multi-channel campaign spearheaded by a TV commercial encouraging fans to get working on their entries.
The entry mechanics are fairly straightforward with partipcants being asked to use the #CrashThePepsiIPL hashtag and submit their creative spots to the campaign website at https://www.crashthepepsiipl.com.
The winning consumer-created ads were ‘Ahead Of Time’
(which thus far as clocked up 2,134,156 YouTube views) and ‘Selective Hearing’
(which comes close behind with 1,955,031 views to date).
The other finalists, as well as being posted individually on YouTube, also featured in a Pepsi edited compilation.
Like the decade-long Dorito’s initiative that inspired this campaign, almost all the entries were humour-based – such as ‘Burrrp’
‘Last Pepsi’
and ‘The UnCommercial’.
‘Today’s generations are creatively inspired, not scared of new experiences and eager to live life in the now. Brands around the world are stepping it up through collaborative innovations to create a sense of disruption that’s soon becoming the norm,’ explains PepsiCo Indian chief marketing officer Vipul Prakash.
‘For us, Crash the Pepsi IPL exemplifies all of this, and empowers original creativity and the young consumer making their own mark. We are extremely excited to launch Crash the Pepsi IPL, and in true ‘Live It Abhi’ style, we look forward to cheering the creative, inventive and spirited consumer of today!’
Comment
Crash the Pepsi IPL is actually a strand within the global #PepsiChallenge program – which is the drinks brand’s largest socially-led, content-driven project ever.
It aims to engage consumers across the planet and support them to innovate, to defy convention and to make every moment (however great or small) epic.
Thus #PepsiChallenge aims to incites and encourage consumers to take on different challenges for amazing life experiences and rewards.
Thus living out the brand’s global umbrella slogan ‘Live for Now’.
‘In line with our global initiative #PepsiChallenge, we’ve designed Crash the Pepsi IPL as a creative challenge for India,’ adds Ruchira Jaitly, senior director marketing for PepsiCo India.
‘The world will be watching the Pepsi IPL 8 – and our consumers will be front-and-centre on this stage, with the opportunity to showcase their creativity.’
Links
Pepsi ‘Crash The IPL Website:
Pepsi India YouTube
https://www.youtube.com/user/pepsiindia
Pepsi Indian Google+:
https://plus.google.com/u/0/116693821507220313625/posts
Pepsi Indian Facebook:
https://www.facebook.com/PepsiIndia
Pepsi India Twitter:
https://twitter.com/pepsiindia
Pepsi Indian Website:
IPL 8:
