We created a multimedia platform based on their symbols of identity:Experiences… with guerrilla actions to obtain the first photos or enjoying their favourite TV characters, “attacking” them right on screen with a “paparazzi” Pepsi can caption. Seeing celebrity faces on the can, target customers quickly identified with the meaning of the promotion. Theme packs, emoticons and other content to personalize their Messenger were also spread through search engines, e-mails and other online actions.Relationships… We became just another member of their group, crashing Facebook to create a network that would share interests with the brand. A meeting place to spread new common scenes: video sharing sites, forums, blogs… Consumption… by tying the communication strategy to actions close to the point of sale, through co-brandings with youth-oriented hotel chains and theme parties.

We surpassed our expectations for web traffic and participation by 40%, which means traffic to the site multiplied by 50 times. Brand recognition went up by 42% and we obtained visibility indexes of +37.2% vs. the soft drink sector, or 49.9% vs. the total advertising market.Thanks to this brand recognition, we achieved a 50% return on advertising investment. We obtained +130 million online impacts, not counting the impact of web 2.0. Record figures were set on search engines, with increases of 156% (the 1st time we beat Coca-Cola).And mainly: in a recession market, sales went up 3.1 percent.