Broadcast on Zhejiang Satellite TV, traditional internet and mobile internet, Pepsi’s Battle of the Bands 2009 was a nationwide campaign/show in China to identify the country’s most stellar musical band.
Pepsi identified its key consumer audience as young and passionate music lovers who were eager to experience new things. They were willing to participate in interactive activities and share content with others on the internet.
A mobile campaign site was built to provide live TV, mobile games, event information, and user interaction. A branded mobile media player was developed, providing TV live on Saturday and campaign video on demand. A game called Mobile Band Broker was designed for mobile users to build their dream bands. In the game, users can choose their favour band members to form a new band. Each band member’s value would be calculated from the live concert score and vote from internet. Finally, the band with the highest value would be the winner and named the Pepsi Dream Band. The mobile campaign site was synchronized with its traditional internet site, and allowed users to view event news and band blogs, join fan clubs, and vote for their favourite band.
During the campaign, over 15 million mobile users visited Pepsi’s campaign mobile site. There were 4,352,334 user interactions with the site, and 115,008 users watched TV live on their mobile. A further 674,469 watched campaign videos on demand. Mobile Band Broker players reached 83,337.
Pepsi Music Revolutionary on Mobile
Best Use of Mobile
- Brand:
- Pepsi
- Brand owner:
- PepsiCo
- Category:
- Best Use of Mobile
- Region:
- China
- Date:
- July – September 09
- Media Channel:
- TV, Mobile
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