Create real-time interaction during live events.
@PepsiMEX used Promoted Tweets with Poll Cards to reach users in a direct, fun, and interactive way. Twitter Cards asking fans who they thought would win were published at least two hours before each game started. The poll provided NFL fans a seamless voting experience, allowing them to cast their votes without being redirected out of their Twitter timeline. During the live broadcast of Super Bowl XLIX, @PepsiMEX ran a TV campaign where sports anchors invited fans to vote in the @PepsiMEX polls. The poll results were shown in real time during the game.
Identify and target the right audience.
@PepsiMEX reached the right audience of NFL and sports fans through the use of keyword targeting. The brand created a list of around 200 keywords used in fans’ conversations around each NFL game such as “NFL,” “Patriots,” “Seahawks,” and “Tom Brady.” To ensure relevancy, conversations were monitored and the list updated in real time during the games.
Associate the brand with key influencers.
@PepsiMEX supported its game play with the use of whitelisting, a method of promoting Tweets from other accounts to increase the campaign’s scope and credibility. Inés Sainz (@InesSainzG), a model and sports journalist, as well as another entertainment TV broadcaster, Faisy (@faisirrito), joined the campaign to allow their NFL Tweets to be Retweeted and amplified by @PepsiMEX. By promoting these celebrity Tweets, @PepsiMEX joined the conversation and participated in topics, further widening the campaign’s reach and authenticity.