Commercial film case study

Interactive Facebook reality by Pepsi to the Champions’ League finals By Péter Zsédely

Pepsi Hungary is launching a Facebook reality to introduce the Champions’ League finals. They combine the two sponsorship elements: sports and music. The CL final between Real Madrid and Juventus will be held in Cardiff on 3 June this year. The official soft drink of the series is Pepsi, and, of course, this is a fact worth communicating. Since it is difficult to find Hungarian connections to the Champions’ League finals, in the Hungarian campaign Pepsi has put the journey to Cardiff into a new concept, and places the company’s other significant sponsorship activity beside football, which is music.

The leading character in the “Go for Cardiff!” campaign is Saiid, founder of the band Akkezdet Phiai, who travels to the CL final in order to learn about the world of football and cheering. The events, however, can be guided by the participants in a game within a Facebook reality. With the help of reply emojis on Facebook, Pepsi fans can decide every day on what route and with what story the journey should continue, while making Saiid face exciting challenges. Throughout the 3-week tour starting on 13 May, the hero of the campaign constantly gets in a decisive situation, where the online game participants tell him what to do next.

“I travel, whenever I can, so that I can meet several cultures and people, therefore it was no question that I would say yes to the inquiry from Pepsi and the adventure across Europe. I’m curious about what decisions the participants make for me, and how my attitude towards soccer will change, as now I can immerse in the world of football fans and traditions in Hungary and various other countries in Europe” – says Saiid, the leading character in Pepsi’s travelling campaign.

More: http://sportsmarketing.hu/2017/05/12/interaktiv-facebook-reality-a-pepsitol-a-bl-dontore/