- Digital / Pepsi / Halloween Colombia
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Halloween is an extremely important date in the popular culture of Colombia. Because of that, Pepsi ordered to create an action to engage young people in social networks. - Strategy
It was developed a Halloween theme area on Pepsi’s web site with a promotion and an application online, both connected to user’s Facebook. Through the promotion, "Witches are loose on Facebook," participants invited their friends from the network to access an special link, and when they clicked on, a surprise happened: the profile page was overrun by witches, heads of pumpkins, bats, wolves and everything related to Halloween. The mechanics to award the participants used a weekly ranking, and users that invited more friends, earned a digital camera. - As entertainment and engagement with the brand, it was also developed a game called "Witch Hunt", also connected to Facebook. In it, users found a mosaic composed with Facebook profile pictures of their friends, and scattered among them were images of witches, monsters and even a werewolf. With multiple difficulty levels, the score was greater the faster users found all intruders.
- The release took place exclusively on social networks and brand seeding by Trendsetters. Users were impacted by Pepsi’s Halloween promotion through the site, Facebook and Twitter.
- Results
With only 3 posts on Facebook publicizing Pepsi’s promotion, it was generated 60 entries in personal profiles, reaching more than 30,000 users. Additionally, the Twitter of Pepsi in Colombia added more than 3,000 followers. The disclosure via Facebook in Colombian communities impacted more than 3 million Internet users. - Awards
2011 | Bronze at ABEMD Awards.