Background :

In June 2010, when the World Cup was being held in South Africa, a marketing war for the World Cup also opened silently. As a carbonated drinks giant, Pepsi launched a global World Cup marketing strategy, and chose N-mediapower to take charge of part of its online marketing publicity for “Pepsi Football Carnival” campaign.

Project Strategy:

Social Media Marketing: targeting activities such as Football Baby election, football guessing contests, and spicy comments in this Carnival campaign, N-mediapower promoted posts on BBS community and repaste posts on SNS by making hot topics on the World Cup and Real Football Baby, to absorb netizens to take part in this Carnival campaign.

Subversive Online Marketing: N-mediapower set up topics with Messi, one of the five Pepsi endorsers for the World Cup, by inviting participants of Football Baby election to have “close contact” with Messi, and exposing his life to form hot topics, which have attracted a large number of netizens to make fun of PS photos of Messi & Messi’s girlfriends, and widely spread later on.

Execution Effect:

Active page statistics in single area show:

Maximum daily IP visits exceeded 2,000

Maximum daily registered netizens reached 1,078

Real Football Baby topic has been recorded as a buzzword on Baidu Search, and formed relevance with hot search words such as Messi, the World Cup, etc. PS works by netizens landed on Tencent Sports, and have been forwarded by several sports channels, relative forums, blogs, and photo centers.

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