Simultaneously partnered with both of the Canadian youth networks (MuchMusic & MTV) and launched the competition by sponsoring the biggest music award show.

We used this sponsorship to drive viewers to a special microsite where consumers were encouraged to submit entries via text, photo, and video.

We created new sponsorships on the networks’ websites to continue to promote the competition.

We built the Top 10 Superfans an Artist Shrine online, populated with the user’s media submissions to demonstrate their Superfan-dom to the world and linked them to sponsored Facebook & MySpace pages.

Contestants used these (& Youtube) to reach out to their social networks in an attempt to garner mass votes. To choose the final winners, we sponsored special editions of MuchMusic & MTV’s shows creating game-show-like content throughout each programme.

Over 300 viewers submitted unique and entertaining user generated video entries in hopes of being chosen as the ultimate Pepsi Superfan.• Total Visits to microsite: 90,662• Unique Visitors: 66,044• Total votes: 16,781• Total Impressions served via Online Advertising: 26 million• Over capacity studio audiences for the finales• Local and international media coveragePepsi regained its cool with young consumers!