Pepsi
When Pepsi’s digital agency (Graphico) approached us, they had already successfully launched the latest Pepsi Viral and they wanted to see how Viralnet could provide additional seeding support.
The campaign was a highly interactive and engaging microsite that allowed visitors to upload a photo of a friend including a few personal details which then produced a hilarious online video featuring the friend in a spoof blog site.
The fact that this campaign wasn’t a game or a traditional viral video meant certain sites may not feature it. This made the brief even more challenging.
The key to the successful approach on this campaign was very targeted placement, extensive testing and working with the agency to create site specific online advertising designed to blend into the host environment.
Through a number of selected sites we were able to target UK visitors interested in viral content, humour, comedy movies, online games and cyber culture. In addition, we worked with a large video site to test a range of teaser videos and after analysing the weight of branding and length of teaser, we eventually achieved a 30% uplift and a click though rate 8 times higher than the sites normal MPU’s.
The campaign has been a huge success and not only was the targeting accurate, early results show that the cost per player was significantly lower than through other seeding channels used.
