Through social listening, @PepsiThailand learnt that trending topics, exclusive contents, K-pop idol interactions, and merchandise giveaways are key to revving up fan excitement, so they were all incorporated into the five-month long campaign.
Increasing brand engagement and improving brand metrics across the full funnel were @PepsiThailand's goals, so they applied Twitter’s proven framework: Tease, Reveal, and Reinforce for each of the two products.
Below, take a closer look at how the Pepsi Max campaign was rolled out:
In the lead-up to the big reveal, @PepsiThailand built anticipation using a 15-second Video Ad that featured Pepsi’s logo transitioning into BLACKPINK's colour scheme. Excitement grew as people guessed what was about to drop.
@PepsiThailand then kicked off a three-consecutive-day-long Trend Takeover and Timeline Takeover to drive mass awareness and engagement for the big BLACKPINK ambassadorship reveal. And to supercharge the conversation, branded hashtag #PEPSIxBLACKPINK was introduced, much to the delight of fans.
Lastly, @PepsiThailand gamified the experience by unlocking a different BLACKPINK can design featuring a different band member whenever this Tweet hit 5K.
Separately, an O2O segment of the campaign revealed surprise locations of PEPSIxBLACKPINK billboards that were secretly planted at various BTS stations. Fans were prompted to Tweet their pictures with the billboards and answers questions with the mention of #PEPSIxBLACKPINKStation to win coveted prizes and merchandise.
At the end of the nearly four-month long Pepsi Max campaign, the second campaign for Pepsi kicked off with a similar five-second teaser. This second time around, the brand also created a first-in-market Live event, the “Pepsi Summer Virtual Show,” consisting of BLACKPINK-themed games and merchandise giveaways. To rally excitement for the Live event, Branded Notifications were sent to remind fans to tune in.