Pepsi Max Goes Outdoor with Vine

Fancy starring in the latest Pepsi Max campaign? Always wanted to see your face on a billboard? Today could be your lucky day – as the soft drinks brand is calling for fan Vine videos to use in an exciting new outdoor campaign slated as a media first.

Working with Talon Outdoor, the Unbelievable campaign is the first of its kind to integrate user-generated Vine videos with Pepsi creative content, and crucially marks an important shift for the brand away from traditional TV-led creative to more digitally-focussed efforts.

Collaborative content

The brand is inviting fans to submit their own Vines showcasing something “unbelievable” they have done under the hashtag #LiveForNow – the best of which will be broadcast in their advertisements on outdoor digital ad screens across the UK.

The campaign was planned by OMD UK in partnership with Talon Outdoor, and produced by Grand Visual. AMV and Jaywing will curate the selected Vines before integrating them with Pepsi content and streaming them to the digital screens using Grand Visual’s OpenLoop dashboard.

Maximising media

Vine, the six-second video platform owned by Twitter, has never been incorporated into real-time digital out of home (DOOH) before, and the project’s Unbelievable theme compliments the brand’s own unbelievable proposition of ‘maximum taste, no sugar’. 

Rich Simkins, innovations director of Talon Outdoor comments: "Social video and digital out of home have interesting similarities and short-form, entertaining Vine content is perfectly suited to the DOOH channel.” 

He adds: “We love it when our brave clients challenge us to close the gap between social and DOOH and, in this instance, Grand Visual’s versatile OpenLoop platform has helped make Pepsi Max’s ‘Unbelievable’ ideas possible”.