PEPSI'S GAME CHANGING X FACTOR PARTNERSHIP by OMD New York for Pepsi

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PEPSI'S GAME CHANGING X FACTOR PARTNERSHIP

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Industry Soft Drinks
Media Film, Digital, Interactive & Mobile
Market United States
Agency OMD New York
Director Angela Malone
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Integrated Media Bronze

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser: PEPSICO BEVERAGE COMPANY
Product/Service: CARBONATED SOFT DRINK
Agency: OMD USA New York, USA
Advertiser PEPSICO BEVERAGE COMPANY
Product CARBONATED SOFT DRINK
Entrant OMD USA New York, USA
Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Title: PEPSI'S GAME CHANGING X FACTOR PARTNERSHIP
Advertiser/Client: PEPSICO BEVERAGE COMPANY
Product/Service: CARBONATED SOFT DRINK
Entrant Company: OMD USA New York, USA
Media Agency: OMD USA New York, USA

Chief Content Officer/Content Collective: Claudia Cahill (OMD US)
Director: Angela Malone (OMD US)
Group Account Director: Jason Hoffman (OMD US)



Results


Pepsi is regaining pop culture status, the biggest indicator being awareness levels in one season of The X Factor equalled Coke’s 10-year partnership with American Idol (1). Brand health lifts include Purchase Intent (52%), Brand Likeability (71%) and Brand Recall (51%). Previous category numbers ranged from 20-30%.

Pepsi Ads performed beyond other show partners: Pepsi’s average ad recall was 51% vs Verizon’s 35% (2).

Pepsi’s bottling system energetically embraced the show, increasing distribution, product orders and major display activity that resulted in execution across 30,000+ retail locations.

In total, Pepsi’s X Factor program delivered over 1.2B paid and earned media impressions.



Creative Execution


International music mogul Simon Cowell’s highly anticipated US launch of The X Factor television show presented an enticing vehicle to launch Pepsi‘s return to pop culture.

Pepsi’s role as lead partner allowed us to reshape traditional sponsorship boundaries into a fully immersive, season-long program that enhanced the audience experience through all media touch points, including in-show, digital, social, retail programs and experiential events.

The partnership began with a strong launch in the première episode that featured an exclusive commercial break takeover, an in-show announcement of Pepsi’s Super Bowl commercial prize for the show’s winner and the launch of Pepsi Sound Off (a second-screen social media commentary platform) and Pepsi Pulse (a social media trending platform).

Pepsi’s X Factor experience also included baseline product placement, on-pack promotions awarding trips to the X Factor finale and custom tent pole integrations as voted by consumers, including the Pepsi Performance and Pepsi Challenge.




Pepsi was once synonymous with American pop culture, driven by the brand’s association with music icons like Madonna, Michael Jackson and Britney Spears.
In recent years, however, Pepsi lost its pop culture status to its key competitor Coke, in part to Coke’s multi-year association with hit TV show American Idol. The X Factor partnership represented a unique opportunity for Pepsi to regain its pop culture relevance while simultaneously reshaping the role that brands play in media partnerships.

Challenge: Re-establish Pepsi’s pop culture status and strong connection to young-at-heart consumers.

Insight: Pop culture aficionados want to be “in the know,” get information and content before others and then socialise it, earning them a pop culture “badge of honour.”

Idea: Link Pepsi and The X Factor in a way that lifted brand perception and equity of Pepsi, with the ultimate consumer takeaway that only Pepsi could deliver this kind of experience.