· Campaign Background:

Over the past 2 years, Pepsi China has consistently been true to its brand essence of being daring and innovative for the “I create” youth generation. From the first Pepsi Creative Challenge in 2006 inviting consumers to be involved in creating Pepsi’s TVC with Asian Mega Star, Jay Chou, to the Pepsi Creative Challenge 2007 inviting consumers to appear on millions of Pepsi’s iconic packaging, Pepsi has engaged and provided a platform to engage, interact and entertain millions of online youth consumers. The direct engagement results (millions of submissions, greetings, votes, etc.) and the brand equity impact is unprecedented globally. Pepsi China continues to be China’s youth icon.

· Campaign Theme:

Pepsi Creative Challenge II – “I want to go on Pepsi’s Can”

· Campaign Time:

June 2007 – Oct 2007

· Campaign Mechanics:

Consumers to submit his/her photo and greeting for a chance to appear on Pepsi’s collectible Team China Red can and bottle (over 400 million packages across China)

Launch Phase: “I want to go on Pepsi’s Can”

Approach: Integrated promotion to drive awareness and consumer engagement

Using Asian Star, Louise Koh as the campaign spokesperson, 2 National TVC and various on-ground events were hosted for campaign awareness and consumer engagement and experience throughout China in Tier 1, 2 and 3 cities. (TVC directed and produced by BBDO China)

Photo CAN 60’ TVC to increase the campaign impact Louis 15’ TVC to call for joining PCC II and cheering for TEAM CHINA Campaign theme song for consumer to download on campaign site Crazy AD-1 Crazy AD-2 Crazy AD-3 Different on-ground events attract more than thousands of consumers attending Giant Pepsi Can setup at China Joy Event for consumers to take photo and join the contest Popular China Internet star "Little Fatty" shows up at the event for photo submission

· Pepsi Creative Challenge II “I want to go on Pepsi’s Can” Campaign Site

The campaign site was co-developed and hosted under Netease (one of the top 5 portals in China) to ensure its capacity of receiving large volume of traffic hits.

Launch site with fans' photos appear on homepage ramdomly (live site no longer available)

Voting site with functional buttons for fans to invite friends to vote (live site no longer available)

Second Phase: “Go Red…” Approach: Viral campaign promotion to deepen “Support Team China. Go Red…” Campaign

To create another hype of the “I want to go on Pepsi’s can” campaign during its closing. Pepsi decided to break its history and produced limited “Red Pepsi Can” for the final on-can winners. A few final winners were selected to act in his/her own Chinese dialog and a series of viral video with the message “Go China Team… Go Red” slogan and Red Can appearance were produced. The videos were placed in different popular video site in China and broaden “Support Team China. Go Red…” message. Once the videos were released, it immediately created large volumes of speculations and rumors on the internet about the “Red Can” released. A final “Go Red…” TVC was produced with the on-can winners in Beijing for National broadcast in closing the campaign.

PCC II winners online viral video version 1 Consumer self-promote viral video version 2 Consumer self-promote viral video version 3 PCC II winners appear on the launch of RED CAN TVC to cheer for TEAM CHINA T-SHIRT design for winners Go china limited production Red bottle and can

· Pepsi Creative Challenge II “Go Red…” Campaign Site (view site: http://www.pepsi.cn/pcc2/)

· Stunning Campaign Result: · Total Submission: 2,465,159 · Total Voting: 143,987,068 · Unique Visitor: 25,690,003 · Total Page View:206,596,081 · Message Discussed on all sorts of BBS: 7,525,488