Pepsi Youniverse campaign was thought to be a network of football enthusiasts, aimed at connecting people with common interests, regardless the geographical boundaries.
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Proximity / BBDO (2)
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Pepsi (2)
In March 2008, Pepsi Romania decided to use Pepsi Youniverse global communication platform to draw attention to its online initiatives and, in particular, to the new site, that was to be launched.
The online steps in this campaign were:
1. teasing
- in the first phase pepsi.ro was replaced with a Pepsi minisite, announcing that together with international football stars Pepsi has implemented youth's craziest ideas about football
- every day a player of those who were to appear in the TV spot was revealed (Beckham, Fabregas, Lampard, Messi, Ronaldinho and Henry)
- finnaly, the Romanian players participating in the campaign were announced (Mutu and Marica Lobont)
2. Pepsi Youniverse release: while running the TV spot, site functionalities were activated:
- international spot making-of based on the ideas of young people around the world
- access to Youniverse social network where users were finding out how compatible they are with the football players considering a visual DNA
- football widget: a desktop application to inform the user on everything his favorite football player was doing
- upload section: an area where users could upload videos they made on football
- replacing the minisite Youniverse with pepsi.ro, built around the idea of user's contribution to brand building.
Throughout this project GreenPixel was next to Proximity / BBDO by:
- adapting the international site
- designing promotional banners
- Flash applications
- copywriting & translation
- multimedia support