988512
Description
Flashcards by Charlotte Holland, updated more than 1 year ago
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Created by Charlotte Holland
over 10 years ago
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| Question | Answer |
| Pepsi - Campaign Launch Date | 7th May 2012 |
| Pepsi - Campaign Budget | $500-600 million |
| Pepsi - Campaign Producer | Brad Jakeman |
| Pepsi - Campaign Type | print based, audio visual and online ads also created Pepsi Pulse in collaboration with Twitter |
| Pepsi - Campaign Marketing and Promotion | aims to create excitement and bring a more youthful edge joined w. fans, celebs, innovators + epic events sought to promote Pepsi Pulse as an online aggregator of pop culture partnered w. MTV, VH1, Billboard (pop culture) summer beats concert-celebrate music+summer incentives - contests, rewards, tickets - offered to consumers for sharing live for now moments |
| Pepsi - Campaign Background and Context | launched campaign to regain brand and cultural relevance aims to create excitement and bring a more youthful edge joined w. fans, celebs, innovators + epic events and deliver entertainment based on trending and popular choices established Pepsi's motivation to succeed their ideology |
| Pepsi - Campaign Audience Targeting | key celebs that are relevant to now Nikki Minaj ad - features a variety of pop culture (sport, fashion, music) appealing to different people incentives - competitions, rewards, tickets, etc. Pepsi Pulse and Mi-Pepsi YouTube/Facebook/Twitter |
| Pepsi - Campaign Genre Conventions of 'live for now' | togetherness music active lifestyles (unhealthy drink) current/pop culture global locations sun happiness use product to promote particular values |
| Pepsi - Campaign Representation in Print Based Ads | youth/late teens - 30 mainstreamers (psychological profiling) variety of people - yet all fit age bracket: 'youth' fun activities: pillow fights, painting, cycling etc - childish? Pepsi brings out your inner child uses and gratifications - escapism from constraints of everyday, boring life stereotypically attractive, happy people targets those who's lives = a bit boring? riding on the success of 'Just Do It' (Nike) by selling a lifestyle? |
| Pepsi - Campaign Narrative in Nikki Minaj 'Moment 4 Life' Ad | man + woman drink Pepsi and everything stops - they go to the beach, fashion show and concert "I wish that I could have this moment for life" - doing everything in the moment audio - pop song by current artist freeze frame - Pepsi allows time to stop so you can live in the moment fast editing - takes two people around the world |
| Pepsi - Campaign Audience Response | lots of engagement - talk about favourite artists, music, moments, concerts etc. Webfluenz shows Pepsi gets many consumer mentions daily highlights relevance and freshness of content - consumers are still hooked |
| Pepsi - Campaign Audience Positioning | print based ads - jealousy/envy - want to live like them want to leve constraints of everyday and live life to the full - 'live for now' |
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