- Digital / Pepsi / Los Dobles Mexico
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In 2010, when the World Cup took place, Pepsi Mexico created an online promotion with the participation of two of the main players in Mexico’s national team: Rafa Marques and Cuauh Blanco, both sponsored by the brand. The idea was to stir up excitement on the internet and create brand engagement by using the players’ popularity. Pepsi commissioned a promotion called Los Dobles (“The Lookalikes” in English), where the soccer stars would search for their lookalikes to replace them in the shooting of the commercials while they were busy training for the World Cup. The public was supposed to participate online. - Strategy
All TV ads, social networking sites and the internet drove users to Pepsi’s website that received a flood of photos and videos of Rafa Marques and Cuauh Blanco lookalikes. Besides participating in the promotion by sending their photos and videos, users had the chance to have fun with exclusive campaign content, to interact with applications that made their faces resemble the players or to pretend they were posing in pictures with the soccer stars, and to download personalized content. - Results
The Los Dobles promotion section on Pepsi’s website received 350,492 unique visitors, and generated more than 2,143,750 page views during the promotion period. A total of 7,744 people entered the promotion and sent 3,715 photos or videos. The winners were elected from a total of 134,199 votes. - Awards
2011 | Silver at ABEMD Awards.