PEPSI / CREATE YOUR WISH FOR CHINA
29 September 2009
Pepsi China aim to receive over 30 million entries for the latest Pepsi Creative Challenge
- Brand
- Pepsi
- Media Type
- Online
- Social Media
- Product Category
- Alcoholic Drinks
- Non-Alcoholic Drinks
- Country
- China
- Source
- News
- Tags
- Pepsi
- Integrated
- Online
- Social Networking
- Competition
- UGC
To celebrate the 60th anniversary of New China, Pepsi has partnered with internet service provider Tencent
in what has been described as the most ambitious and connected Pepsi
China campaign to date. This year, Pepsi has taken inspiration from the
iconic popular Chinese song, Almighty China which features the line 'China wishes you...'.
The invitation to the public is to 'Create your wish for China', and entries will be taken across three of Tencent's social networking platforms; Taotao - roughly equivalent to Twitter and one of China's most popular micro-blogging sites, QQ - China's biggest search engine and network with a 78% market share and QZone - the world's largest social networking site. Submissions can also be taken on the designated microsite: http://pepsi2009.qq.com/.
As well as voting online for their favourite suggestions, users can access a 'Creativity Map' tag cloud to check out the most popular words from different regions and have their own creativity instantly rated by a 'Creativity Meter'. Differing sizes of animations represent each region's participation and enthusiasm, showing how active residents in that area are.
Last year's Creative Challenge, where users submitted photos showing their best 'Go China' spirit via mobile and online received over 28 million entries. This year's campaign looks to be on the right track to exceed that, in the first week alone, the site has seen over 6 million unique visitors and received more than 4 million submissions.
One of the top rated entries at this stage translates to 'I want to consolidate the joy around the world into a birthday cake adorned with 60 Chinese flags to send my deepest wishes to my country'. The ten most popular wishes will win a coveted spot on a 2010 Pepsi TV commercial.
Chris Tung, Vice President of Pepsi Brand Marketing, Greater China region summed up the initiative as, 'Pepsi is always looking to raise the bar in terms of consumer engagement. Back in 2006 we realized that young Chinese are increasingly looking to the online space to connect with brands. Our purpose in holding this massive 'on-line ritual' of Creative Challenges every year is to position Pepsi as a brand that continually seeks innovative ways to engage Chinese youth's desire for creative expression'.
The previous three Pepsi Creative Challenges focused on user-generated content, including writing a TV script, submitting images online to be printed onto a Pepsi can and the Go China campaign which covered both text and images as support for Chinese Olympians. In this market, it appears that UGC is seen as less of a gimmick and more an over-arching brand strategy. Given the immense population size and high levels of interest and engagement by the Chinese people - think Volkswagen's Honk for China www.faw-vw.com/honkforchina/ and McDonalds Cheer for China http://www.youtube.com/watch?v=W4XXmlzCITg - we look forward to seeing how these strategies evolve.
The invitation to the public is to 'Create your wish for China', and entries will be taken across three of Tencent's social networking platforms; Taotao - roughly equivalent to Twitter and one of China's most popular micro-blogging sites, QQ - China's biggest search engine and network with a 78% market share and QZone - the world's largest social networking site. Submissions can also be taken on the designated microsite: http://pepsi2009.qq.com/.
As well as voting online for their favourite suggestions, users can access a 'Creativity Map' tag cloud to check out the most popular words from different regions and have their own creativity instantly rated by a 'Creativity Meter'. Differing sizes of animations represent each region's participation and enthusiasm, showing how active residents in that area are.
Last year's Creative Challenge, where users submitted photos showing their best 'Go China' spirit via mobile and online received over 28 million entries. This year's campaign looks to be on the right track to exceed that, in the first week alone, the site has seen over 6 million unique visitors and received more than 4 million submissions.
One of the top rated entries at this stage translates to 'I want to consolidate the joy around the world into a birthday cake adorned with 60 Chinese flags to send my deepest wishes to my country'. The ten most popular wishes will win a coveted spot on a 2010 Pepsi TV commercial.
Chris Tung, Vice President of Pepsi Brand Marketing, Greater China region summed up the initiative as, 'Pepsi is always looking to raise the bar in terms of consumer engagement. Back in 2006 we realized that young Chinese are increasingly looking to the online space to connect with brands. Our purpose in holding this massive 'on-line ritual' of Creative Challenges every year is to position Pepsi as a brand that continually seeks innovative ways to engage Chinese youth's desire for creative expression'.
The previous three Pepsi Creative Challenges focused on user-generated content, including writing a TV script, submitting images online to be printed onto a Pepsi can and the Go China campaign which covered both text and images as support for Chinese Olympians. In this market, it appears that UGC is seen as less of a gimmick and more an over-arching brand strategy. Given the immense population size and high levels of interest and engagement by the Chinese people - think Volkswagen's Honk for China www.faw-vw.com/honkforchina/ and McDonalds Cheer for China http://www.youtube.com/watch?v=W4XXmlzCITg - we look forward to seeing how these strategies evolve.
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