Pepsi Like Machine
Pepsico
Issue 29 | December 2013
Agency
TBWA Belgium
Creative Team
Creative Director Gert Pauwels
Production Team
Online Production TBWA Digital Arts Network Brussels Project Manager Jan Casier Technical Engineer Diederik Van Remoortere
Other Credits
Digital Strategy Rindert Dalstra Account Management Yann Billen Event Production MAGMA Sharon Lavaert
Date
May 2013
Background
In their rivalry, both Pepsi and Coca Cola still relied on sampling to get their products into the hands of their core target audience, 16 – 25 year-olds.
The trouble with sampling, however, was that it did not encourage a relationship between the brand and its consumer. There was no emotional engagement.
The brief, then, was to get young people to try Pepsi and actively like it.
Idea
The Pepsi Like Machine accepted Facebook 'likes' instead of money. Using their smartphones, young people were invited to connect to Facebook and 'like' Pepsi's FB page. In return, a sample can dropped out of the vending machine.
Though a simple idea, the technology behind the machine was more complex, connecting seamlessly the vending machine, Pepsi's webserver and the user's mobile phone. Intensive prototyping was necessary before the idea went live.
Results
On average, brands were estimated to spend 65 cents per sample handed out by a promo girl and 2 Euros to recruit a Facebook fan.
These costs were eliminated by the Like Machine, which was first introduced at a Beyonce´ concert in Antwerp. On average 3 samples were distributed each minute. The magical moment when a music
fan chose a Pepsi and it automatically dropped made it fun and engaging. This world premiere got coverage on Mashable, The Huffington Post, TNW and over 300 other national and international blogs.
Our Thoughts
Coca-Cola has made a ‘thing’ out of vending machines, inviting people to hug them, climb on each other’s shoulders to put money in the slot, and connect across borders through them. Now here’s Pepsi entering the fray. Where the Coke ideas were really designed to attract YouTube views, this is designed to get the core target audience tasting and then talking about the experience. The interconnectedness of things is only going to get bigger and bigger. As people become more aware of their value to advertisers through their social connections, so we’re going to have to reward them for access to their networks. Paying with a ‘like’ or a tweet is here to stay.