The main idea was “The joy of Football”. The idea contains emotional attachment as well as value beneficial to the consumer. A widespread prize model was used to achieve high participation levels. Subscription for Lig TV, the pay-TV sports channel that has the exclusive Super League broadcasting rights in Turkey, was brought into the scene as the big prize. To increase the availability of the campaign, additional free airtime and mobile content were also used as a part of the prize model. Participation was very easy: consumers were asked to text the unique codes on the Pepsi products to the campaign phone number.

The campaign has reached one of the highest participation rates among all FMCG campaigns done in Turkey. A total of 10.727.934 participations were gathered in 3 months. Unique participation was 1.262.290. Participation per person was almost 9. Although there was web participation possibility which was free of charge, web vs. mobile participation rates were completely in favor of mobile: 78% mobile participation. The campaign fully satisfied both the client for generating high volume sales, creating word of mouth with different and first-time-ever prizes and, the consumer for the for Lig TV prize which increased their pleasure of watching football.