Campaign details
Brand: PepsiBrand owner: PepsiLead agency: Mindshare ChinaContributing agency: AltstoryMarket: ChinaIndustries: Carbonated soft drinksMedia channels: Competitions & contests, Content marketing, Gaming & in-game advertising, Online video, Sponsorship - mediaBudget: 10 - 20 million
Executive summary
When it comes to Chinese New Year (CNY), hundreds of brands compete with each other, releasing a host of mini-movies, using the same old-fashioned storylines. However, ordinary content no longer satisfies China's youth. Today, they crave immersive and interactive experiences.
For CNY 2020, Pepsi needed to find a way...