Cola giant PepsiCo has acquired the official sponsorship of IPL T20 for 2013 for 396.8 crores. It revealed the first look of its new social media campaign titled Oh yes Abhi, about a week ago. This social media campaign kicked off with a TVC featuring youth icons like Priyanka Chopra, Ranbir Kapoor and M.S.Dhoni. Pepsi has been using the theme of “change the game for over two years now”. With acquisition of official sponsorship of IPL T20, PepsiCo decided to change their tag line. A close look at PepsiCo’s social media campaign reveals that they have understood their target audience (18-35). They have chosen a theme that surpasses the age, gender and cultural barriers. They capitalized on emotional quotient of the audience. Impatience is a part of everybody’s life and PepsiCo has managed to bring it out beautifully.
Pepsi’s Oh Yes Abhi! Campaign captures the pulse of today’s youth. It capitalizes on impatience of today’s youngsters. TVC shows captain cool Dhoni breaking into a victory gig in the middle of the stadium after the historic 2012 world cup victory. It also shows nervous Priyanka in the backstage who is gearing up for her first live pop concert. Ranbir portrays his boyish charms as he is struck in traffic and craving for yummy street food. TVC shows him gobbling panipuri’s and washing them down with a chilled Pepsi.
PepsiCo has used Facebook and Twitter to the optimum to garner maximum participation for the campaign. It asked fans to tweet their most impatient moments by using #CantWaitAbhi or #OhYesAbhi. Interestingly; the answers given by the fans pop up as bubbles in a large Pepsi bottle featuring on Pepsi’s Twitter page. PepsiCo has also launched a one day contest on Facebook whereby fans get a chance to attend the IPL2013 auctions as VVIP members. In order to be part of the contest, fans need to visit Pepsi’s Fan page on Facebook and answer three simple questions.
Team at Pepsi India feels that their Oh Yes Abhi campaign will soon become a youth anthem as it symbolizes the pulse of today’s youth. Overall PepsiCo has intelligently used its social media platforms to gain audience’s attention and their support. They should increase the contest time on Facebook and keep the conversations flowing on all social media platforms. The campaign proves that constant engagement is the key to garnering maximum exposure for your brand. Campaign has innovatively used the Pepsi bottle to keep conversations flowing. The concept of audience’s answers in form of bubbles in the beverage is simply outstanding. It reinforces the brand and also adds a novelty factor to the campaign.
Oh Yes Abhi! Is catching up the youth frenzy rapidly and it shall undoubtedly benefit the cola giant in a long run.