PEPSI'S GAME CHANGING X FACTOR PARTNERSHIP|短视频|广告营销案例【ADGuider广告指南】

百事公司改变游戏的 X 因素伙伴关系

案例简介：结果和有效性百事可乐正在恢复流行文化的地位，最大的指标是 X Factor 一季的知名度水平相当于可口可乐与美国偶像 10 年的合作关系 (1)。品牌健康提升包括购买意向 (52%) 、品牌可爱度 (71%) 和品牌召回 (51%)。以前的类别编号从 20 到 30% 不等。百事广告的表现超出了其他展示合作伙伴: 百事的平均广告召回率为 51%，而威瑞森为 35% (2)。百事可乐的装瓶系统大力支持此次展会，增加了分销、产品订单和主要展示活动，从而在 30,000 多个零售地点执行。总的来说，百事的 X Factor 计划支付了超过 1.2B 英镑，赢得了媒体的印象。创意执行国际音乐大亨西蒙 · 考威尔在美国备受期待的 X Factor 电视节目的推出为百事公司回归流行文化提供了一个诱人的平台。百事可乐作为首席合作伙伴的角色让我们能够重塑传统的赞助界限，成为一个完全沉浸式的、长达一个赛季的节目，通过所有媒体接触点，包括展示、数字、社交、零售项目和体验活动。这种合作关系始于首映剧集的强势发布，该剧集以独家商业中断收购为特色, 在节目中宣布百事超级碗商业大奖，并推出百事音响 (第二屏幕社交媒体评论平台) 和百事脉动 (社交媒体趋势平台)。百事的 X Factor 体验还包括基线产品放置、奖励 X Factor 压轴旅行的包装促销以及消费者投票的定制帐篷杆集成，包括百事的性能和百事的挑战。见解、战略和想法百事可乐曾经是美国流行文化的代名词，由该品牌与麦当娜、迈克尔·杰克逊和布兰妮 · 斯皮尔斯等音乐偶像的联系推动。然而，近年来，百事可乐的流行文化地位输给了其主要竞争对手可口可乐，部分原因是可口可乐与热门电视节目《美国偶像》的多年关联。X Factor 合作伙伴关系为百事重新获得其流行文化相关性提供了一个独特的机会，同时重塑了品牌在媒体合作伙伴关系中的角色。挑战: 重新确立百事可乐的流行文化地位，并与年轻的消费者建立牢固的联系。洞察: 流行文化爱好者希望 “知道”，在别人之前获得信息和内容，然后将其社会化，为他们赢得流行文化的 “荣誉徽章”。理念: 将百事可乐和 X 因素联系起来，提升百事可乐的品牌感知和资产,有了最终的消费者外卖，只有百事能提供这种体验。

百事公司改变游戏的 X 因素伙伴关系

案例简介：Results and Effectiveness Pepsi is regaining pop culture status, the biggest indicator being awareness levels in one season of The X Factor equalled Coke’s 10-year partnership with American Idol (1). Brand health lifts include Purchase Intent (52%), Brand Likeability (71%) and Brand Recall (51%). Previous category numbers ranged from 20-30%. Pepsi Ads performed beyond other show partners: Pepsi’s average ad recall was 51% vs Verizon’s 35% (2). Pepsi’s bottling system energetically embraced the show, increasing distribution, product orders and major display activity that resulted in execution across 30,000+ retail locations. In total, Pepsi’s X Factor program delivered over 1.2B paid and earned media impressions. Creative Execution International music mogul Simon Cowell’s highly anticipated US launch of The X Factor television show presented an enticing vehicle to launch Pepsi‘s return to pop culture. Pepsi’s role as lead partner allowed us to reshape traditional sponsorship boundaries into a fully immersive, season-long program that enhanced the audience experience through all media touch points, including in-show, digital, social, retail programs and experiential events. The partnership began with a strong launch in the première episode that featured an exclusive commercial break takeover, an in-show announcement of Pepsi’s Super Bowl commercial prize for the show’s winner and the launch of Pepsi Sound Off (a second-screen social media commentary platform) and Pepsi Pulse (a social media trending platform). Pepsi’s X Factor experience also included baseline product placement, on-pack promotions awarding trips to the X Factor finale and custom tent pole integrations as voted by consumers, including the Pepsi Performance and Pepsi Challenge. Insights, Strategy and the Idea Pepsi was once synonymous with American pop culture, driven by the brand’s association with music icons like Madonna, Michael Jackson and Britney Spears. In recent years, however, Pepsi lost its pop culture status to its key competitor Coke, in part to Coke’s multi-year association with hit TV show American Idol. The X Factor partnership represented a unique opportunity for Pepsi to regain its pop culture relevance while simultaneously reshaping the role that brands play in media partnerships. Challenge: Re-establish Pepsi’s pop culture status and strong connection to young-at-heart consumers. Insight: Pop culture aficionados want to be “in the know,” get information and content before others and then socialise it, earning them a pop culture “badge of honour.” Idea: Link Pepsi and The X Factor in a way that lifted brand perception and equity of Pepsi, with the ultimate consumer takeaway that only Pepsi could deliver this kind of experience.