Pepsi Max integrates ‘Unbelievable’ Vine videos into outdoor ads

PepsiCo is posting user-generated Pepsi Max Vine videos into outdoor ads in what it claims is a “media first”, a move that signals the brand’s shift away from traditional, TV-led campaigns to digitally-focused efforts.

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Pepsi Max is giving fans the chance to see their Vine videos posted into outdoor ads across the UK.

The soft drinks maker is encouraging fans to submit their own six second videos of something “Unbelievable” they have done using the hashtag #LiveForNow. Stunts could range from building a sculpture out of Pepsi Max bottles to animated segments with the best posts being published on outdoor screens across the UK from today (17 February).

PepsiCo is supporting the push with YouTube videos that will promote the brand’s “maximum taste, no sugar” proposition. The drinks maker says the flurry of activity reflects its growing focus on media innovation and digital marketing.

The campaign is an extension of a crowdsourcing stunt Pepsi Max launched in Barcelona at the start of the year where it asked fans for films that “celebrate the unbelievable outcomes from a bit of cleverness”.

PepsiCo is working with AMV BBDO, OMD, Grand Visual, Talon Outdoor, Arnold KLP and Jaywing on the outdoor drive.

The deadline is approaching to submit your best work for the Marketing Week Engage Awards 2014. Entries are open until Friday 21 February and you can find out more at www.marketingweekawards.co.uk.

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