DON’T STAY, LET’S PLAY!
PEPSI

April 2010

CHARTERER

IDEA

DESIGN

SHORTLY ABOUT PROJECT

The Pepsi project “Don’t stay, lets play!” was developed on the eve of major sports events of 2010 – FIFA World Cup in South Africa. The special web portal was developed for the adaptation of the international communication platform Pepsi Football. It brought Ukrainian CA together around football. The project was developed by order of the agency Talan Communications. Every website visitor chose the role: a football-player, a freestyler or a fan. Then visitors united in football teams and fan teams. Football teams participated in the real street soccer tournament. Their progress was reflected on the website. The site also had the interactive map that showed the amount of registered promo codes in different regions of Ukraine in live mode.

Site

Result

During the campaign the website worked as a real social network. Visitors shared content, participated in additional activations "Endless wave" and augmented reality game. Thanks to the mobile web camera, they enjoyed the championship matches in real-time mode and discussed everything in the chat. More than 200,000 visits of the website, more than 1.5 million views, 16,000 registrations, more than 1,000 user-uploaded content, more than 180,000 registrations of promo-codes on the website and more than 100,000 - by SMS. The brand had sales growth of 17 percent. In spite of general decline of the market of sweet carbonated water, the market share rose from 33.9% in March to 36.6% in June.