Seed: we partnered with influencer groups such as NACO and Remezcla to get the message out at the grassroots level by getting influencers, style mavens, and musicians to wear Yo Sumo t-shirts. Recruit: officially position Pepsi as an agent of change via a TV spot and begin a broader call to participate and join the movement, asking Latinos to share their stories and articulate why “they count/add up” on www.Pepsiyosumo.com for the chance to appear in a documentary film.On TV, The theme of “faces” was a natural one to humanize the numbers (the real stories behind them) show the diversity and refresh perceptions.

Engage: Let’s make a documentary together! Invite fans through Facebook and website to contribute to the making of a documentary featuring the “Yo Sumo” stories and refresh the way America sees Latinos.

Celebrate: Documentary premier at Grauman's Chinese Theatre in Hollywood on October 21, 2010.

Results and Effectiveness · What happened as a result of the communication activity?

· How did the communication achieve the goals and influence business outcomes?

· Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.

-Engagement: Over 475 stories & 1,500 pictures shared-Timeless & Tangible: Celebrity attended documentary premier in Hollywood’s Grauman's Chinese Theatre-Impact: Documentary film screened in cultural centres all over the country & incorporated into high school curricula.