A video was produced after identifying a formula for success: a prank/candid camera style video featuring a sports icon or celebrity in disguise, performing their skill set to an unsuspecting audience – which generates the question of “is it real or fake?”

The video’s engine was started with a tweet from Gordon releasing the video clip himself – it was supported with a small paid media spend across YouTube in stream search and Twitter. The paid media support was even paused as we saw the video hit a “viral” point where it was evident that it was going to take on a life of its own.

• The video has generated more than 33MM views in less than one month, showing that the brand identified a formula for future success and found its voice

• Only 9% of views came from paid media – making it one of the greatest earned media success stories PepsiCo has ever seen digitally

• Pepsi Max was mentioned in tweets almost as much as #GordonTestDrive, which helped relate the brand back to the video

• The video was well received - 84% of Twitter posts had positive sentiment and has yielded over 2.4MM shares online