Pepsi's "What’s In Your locker?"

The Brand / Event:

• Pepsi
  
• Enpocket
  

Objectives:

• Drive sales of Pepsi Max, Pepsi Max Twist, Pepsi Regular and Diet Pepsi.
• Leverage Pepsi’s Team England association in the run up to the finals.

Scenario:

• Executed in April 2006.
• An on-pack promotion, backed by a major TV campaign featuring England soccer stars old and new, gave customers the chance to win an Xbox 360 every 90 minutes of every day leading up to the World Cup.
• Unique codes were printed on approx 95 million units of Pepsi Max, Pepsi Max Twist, Pepsi Regular and Diet Pepsi.
• With a draw every 90 minutes consumers simply had to text their unique code from the packaging to shortcode 60360.
• Savvy entrants referred to a graph on the Pepsi Max website. The graph showed the number of entries for each 90 minute period over the last 24 hours, so customers could predict the best draw to enter. Thousands texted in their codes in the middle of the night to maximise their chances of winning!
• The Enpocket Marketing Engine ensured each code was entered into the correct draw depending on the time the text message was received and then informed the winner of the Xbox 360 by text.
• All entrants were also sent a return text message that drove them to the Pepsi Max mobile internet site where they could download free football content for their phones.
• The campaign was supported through the line with TV advertising and with a major presence at point of sale across a range of retail outlets.

Results:

• Over a quarter of a million people entered the first phase of the competition.
  
• The campaign highlighted Pepsi’s affiliation with football.
• A football promotion via mobile enabled Pepsi Max to connect with their key youth demographics.
• The text 2 win promotion brought customers closer to the brand, and by driving customers to the Pepsi Max mobile internet site it established an even deeper dialogue.