Pepsi NEXT has real cola taste and 60% less sugar. To drive mass awareness and trial for the one-year-old product, with particular focus on the Hispanic market, we enlisted Latin heartthrob William Levy. The result was 'Wheel of Levy'. This game-like site prompts users to spin a wheel to watch Levy play a series of hilarious characters, including Sci-Fi Levy, Rockstar Levy and Doctor Levy.

Launch the campaign
Published
July 2013
Topics

The Story

Pepsi NEXT has real cola taste and 60% less sugar. To drive mass awareness and trial for the one-year-old product, with particular focus on the Hispanic market, we enlisted Latin heartthrob William Levy. The result was 'Wheel of Levy'. This game-like site prompts users to spin a wheel to watch Levy play a series of hilarious characters, including Sci-Fi Levy, Rockstar Levy and Doctor Levy.

We built a simple, dynamic microsite for desktop and mobile with a sleek user interface. The mobile and tablet versions use HTML5 video and gesture support, helping to ensure a smooth experience across devices. The wheel mechanic encourages multiple spins, resulting in numerous video views. Furthermore, social platforms including Facebook and Twitter proved to be big traffic drivers, enabling fans to share their favorite Levy character while also promoting the giveaway to friends and followers.

The Technology

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    Social

    Facebook

    Twitter

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    Video

    YouTube

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    Web/Apps

    HTML5

The Results

We exceeded our initial video view goal, logging more than one million views within two weeks of campaign launch. Additionally, we gave away over 200,000 free 2L bottles of Pepsi NEXT within that same timeframe. Visitors who engaged with the site spent over two minutes interacting with our content, achieving YouTube video retention rate of over 70%. Oh, and Romance Levy is, frankly, unbelievable.

1.9M

Video views

364K

Number of people who claimed coupons and tried Pepsi NEXT

84%

Retention rate of the videos

Launch Date April 22, 2013