pepsi max - max your gang
DESCRIPTION
With ‘Max Your Gang’ N BBDO supported the launch of four new Pepsi Max designs onto the Belgian market. Consumers were asked to choose their favorite design. Each design represented a unique gang, each with its own philosophy. The participants were challenged to compete with each other during 6 weeks on several online missions.By fulfilling missions the participants collected tips about their hidden safes’ code and its location. The person who could find and open his gang-safe first, won a trip to the city of that particular gang (e.g. New York for Dance). The leader of the winning gang (the gang of which the safe was first found and cracked) won a trip through the USA with three of his friends.A real 360° campaign with fantastic results and user engagement!TRANSCRIPT
Pepsi MaxMax your gang
Translate the Pepsi Max attitude with the product launch of four new can designs into an exciting, captivating and fun activation campaign
Briefing
Central ideaEvery Pepsi Max can represented a certain ‘gang’ with a unique attitude. Consumers could identify themselves with one of these gangs
Central idea
How was the game played?
Become the leader of the winning gang and win a fantastic trip to the 4 corners of the USA
Complete individual- & gang Complete individual- & gang missions, earn points, achieve a better ranking and receive clues about the code of the safe and its whereabouts
Crack the code & open the safe to claim the price
1 grand price and 4 winner-up prizes
The leader of the winning gang won the grand tour to all 4 gang-cities and could take 3 other gang
members with him
Central idea
members with him
Every person that physically opened his gang-safe won a city trip for 2
persons
ResultsLots of media coverage and a lots of user engagement from the competitors. Happy client and rise in sales. The website tracked 12.000 members and 80.000 unique visitors over 6 weeks