In our weekly round up series, we’re taking a look at Pepsi’s Pepsi Perfect social media campaign.
Pepsi need no introduction. Their range of “Throwback” drinks have proven popular, which might have prompted their most recent marketing campaign.
To celebrate October 21st, 2015 – the date that Back To The Future‘s hero, Marty McFly, lands in the ‘future’ – Pepsi are releasing 6,500 bottles of Pepsi Perfect.
Brands have been quick to jump on the BTTF bandwagon.
Lexus’ hover board video went viral earlier in the year, when they showcased tech that supposedly mimicked the hover board from the film.
Meanwhile, Nike have been hinting at recreating their iconic, self-lacing grey trainers.
Pepsi Perfect is perhaps the third most high-profile piece of product placement in the film.
— Pepsi™ (@pepsi) October 13, 2015
However, the bottles will only be available online, to US customers. They are also being priced at $20.15 (as in ‘2015’, of course).
According to our social listening tech partners, Brandwatch, the Pepsi Perfect campaign has proven most popular in the United States – perhaps because the promotional product is exclusively available in America, and has been given out to fans at New York Comic Con 2015 this week. The gender split has been strongly weighted towards male fans – showing that the film and the Pepsi brand are more popular with men than women, perhaps. Overall, the campaign has received incredibly strong positive sentiment, peaking in mentions on the 5th October.
Call it opportunistic timing, or well anticipated planning, but Pepsi were able to leverage this year’s NYCC to promote the release.
Cosplayers swarmed the brand’s stand in New York, all hoping to pick up their own bottle.
Some lucky convention-goers were gifted their own bottles, as the first 200 people dressed as Marty McFly were rewarded for their efforts.
The video (above) that was released recently has been viewed nearly two million times in just a week.
The brand’s Instagram and Twitter channels have been sharing 80s style imagery, and have both been reskinned (alongside their YouTube channel) with the same Pepsi Perfect branding.
Few brands have as great an opportunity to embrace an audience with the fervour and passion that sci-fi fans have.
It’s hard to manufacture this sort of throwback; a 30-year-old film franchise, positively received product placement and a culture of fans that absorb this sort of stunt.
That’s why Pepsi Perfect is a great opportunity that Pepsi are right to have capitalised on.
By sharing their content via digital channels, they’re hitting the techy, nerdy audience right where they spend so much time.
By deliverying on the film prop in a way that Mattel’s hover board and Nike’s self-tying shoes simply can’t, they’re currying favour with a collectible, iconic piece of brand equity.
Over To You
What do you think? Have you spotted a clever campaign?