The pressure was on for Pepsi to continue to grow and maintain the excitement that the brand was known for. The brand was losing its popularity in the U.S. and abroad due to unsubstantiated and damaging PR.
In effort to grow the brand within the highly targeted pop culture market segment, Blueprint Global Group and Brash v2.0 Communications decided to do away with the brands traditional communications plan that focused heavily on mass-media advertising. Our agency employed a grassroots method to create awareness and visibility. We worked with the brand to create the Pepsi DJ Tour, a multi-city tour in key cities across the U.S. where key influencers, media, and consumers where invited out to take part of a DJ Battle and performances by local artist. Key radio stations promoted the grassroots marketing events on-air 4 weeks up to the event and online media outlets advertised the events and offered ticket giveaways.
Consumer demand was largely generated by word of mouth, peer-to-peer buzz and social communications by using the source of credibility of DJs, nightclubs, and trendy bars along with promotional materials. We were able to feed into the association of the target market culture with excitement vs. static advertisements. The tour garnered over 5,000,000 in earned media placements and reached over 320,000,000 consumers worldwide through online media buys, public relations, and viral marketing.