Le dispositif digital de Pepsi pour le SuperBowl

Le SuperBowl est l’un des événements majeurs du groupe Pepsi. Regardons en détail comme la marque a orchestré ses derniers jours avant le SuperBowl dans sa diffusion de contenu et ses activations sur le digital.

Le 28 Janvier, Pepsi Next et Funny or Die, site maintenant mondialement connu, ont dévoilé un teaser d’1 minute 50 secondes, « Shoppping » où l’on découvrait des 3 amis aux caisses d’un supermarché avec des caddies remplis de Pepsi Next (concurrent du Coca Zéro).


Le lendemain, sur le même site, la vidéo « Party » a été dévoilé, un 60 secondes nous faisant tous penser au film Projet X, avec une version 30 secondes qui sera elle diffusée durant le SuperBowl


pepsi pin to winTrès rapidement, la marque Pepsi Next a lancé un concours Pinterest, intitulé « Pin to Win », via sa page Facebook. La mécanique est simple, créer un board Pinterest en reprenant une image fournie par Pepsi et 2 autres illustrant la notion d’ « Unbelievable Party », un dispositif social media qui vise surtout à faire grandir l’intérêt et la notoriété de la marque jusqu’au jour J.

La publicité et le dispositif social media Facebook/Pinterest  sont tous les deux directement liés au business puisqu’ils invitent les consommateurs à se rendre sur PepsiNext.com pour obtenir gratuitement une bouteille de 2 litres de Pepsi Next. En effet, 1 000 000 de personnes pourront remplir le formulaire pour obtenir gratos le précieux produit.

beyonce-superbowl-referee-performance-outfit-01En amont, Pepsi Next a lancé, fin 2012, une campagne de crowdsourcing, intitulée Pepsi Halftime, invitant les internautes à envoyer leurs contenus photos pour tenter d’apparaitre dans les figurants du show de mi-temps de Beyoncé, ambassadrice de la marque via un généreux chèque de 50 millions de dollars. Voici la vidéo qui vient d’être révélé ce soir juste après le show de la mi-temps par Beyoncé, sur le site Pepsi.com, une vidéo reprenant le contenu des fans produit et envoyé durant cette première phase du dispositif digital de Pepsi :


Une fois ce volet participatif terminé, un autre a pris le relais début février invitant à nouveau les internautes à répondre à des questions en ligne via des indices dissimulés dans le spot de 30 secondes diffusé durant le SuperBowl.

Au final, le SuperBowl, vous l’aurez compris, est un grand jour pour Pepsi qui est devenu le 3ème soda des USA derrière le Coca rouge (1er) et le Coca Light (2ème). Un dispositif digital qui recherche donc à exploiter les différents points de contacts, en espérant que le show de mi-temps de Beyoncé, devant près de 100 millions de téléspectateurs, sponsorisé par Pepsi fera le reste du travail….

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