Pepsi, working in partnership with Instagram, launched its #Summergram campaign to introduce hundreds of AR filters tied to clever summer puns and six-story-tall inflatable icons. The campaign further is complemented by launch events in four major cities and a complete makeover of 230 million bottles and fountain cups.
Pepsi bottles will feature summer-themed moments with QR codes that allow users to unlock Pepsi Instagram lenses throughout summer, making for ultimate shareable user-generated content (UGC) that reaches a wider audience, namely followers of Pepsi’s followers.
Pepsi’s social media-friendly #Summergram initiative will also extend to OOH ads across buses, billboards and retail displays. Known for using the power of celebrity, Pepsi teamed up with social media icon Chrissy Teigen and music producer DJ Khaled who will together host the first event to kick off #Summergram in New York. Three free public events will follow in Chicago, Los Angeles and Miami.
“We are so excited to work with Instagram and bring some of their newest technology directly to our most loyal consumers. We know our fans love sharing their favorite moments on social media, and the summertime lends itself to so many post-worthy moments and occasions. The breadth of our Pepsi #Summergram statements and custom AR filters will ensure that there is something for everyone – no matter what you’re doing this summer – to help people unapologetically enjoy their best summer moments.” said Todd Kaplan, Pepsi’s VP of marketing.
#Summergram creates even more opportunities for UGC as Pepsi drinkers can access hundreds of additional #Summergram digital stickers in Instagram Story’s GIPHY library.
Multi-sensory experiential marketing and social media marketing is a winning formula for igniting a conversation among a brand’s target market, creating brand loyalty and producing UGC—all of which currently drive millennial decisions.
Video content, which Pepsi regularly shares across social media, is another key marketing tool brands should utilize for attracting millennials. Brightcove’s “2018 Video Marketing Survey” showed that 85 percent of millennials have purchased products after viewing a video and 66 percent engaged with a brand after watching a video on social media.
Additionally, according to a study by Splash where 785 millennial across the world were surveyed, 67 percent of millennials reported that they followed a brand on social media because of an event.