Pepsi’s created the largest-ever brand cross-over platform compromising of the top 50 youth brands like Nike, Apple, Levis and many more… to fulfill all of Chinese youths' virtual shopping, dining, entertainment needs and creative outbursts in a single place.

Firstly we partnered with Tmall.com, China’s largest ecommerce portal, to build PepsiTmall.com – The Ultimate Youth Destination. For the first time ever in China Pepsi bridged virtual and real worlds into one platform. From then on we created a high impact integrated plan. People joined this digital ecosystem by entering a code inside Pepsi bottle caps. The virtual ecosystem built a community of Pepsi consumers who got more of the Pepsi brand and experiences they loved, partner brands reached more young adults and Pepsi was seen to be offering huge added value to consumers. PepsiTmall.com became a true ‘must see’ event and a social media phenomenon. Pepsi utilized highly unconventional methods to launch this initiative through branded content and partnerships with top Chinese directors, syndicated through a top youth website and a takeover of a peak TV show which combined real and virtual worlds.

Integration embedded our idea into youth culture. Pepsi China managed to build the largest youth culture ecosystem ever in China, creating cross brand initiatives which would have been a ‘mission impossible’ a year ago. Sign up rate crossed 30 million, each of whom represented one bottle sold as the bottle cap code was needed to access PepsiTmall.com. Based on an average of USD 10 per redemption per consumer, the value of our offers taken up equated to a massive USD 1.45M. Daily unique visitors peaked at 1M as PepsiTmall.com consistently topped natural search on Baidu.com (the China’s largest search engine).