A month ago, on January 31 the world first heard the song by Akon and Keri Hilson, which became the anthem of the football campaign launched by Pepsi. From the Grammy Awards the single «Oh, Africa» stepped onto the digital ground and just recently the brand has released a commercial with the song as a soundtrack.
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In the USA the next official census is set for 2010. But Pepsi decided not to wait for statistics and started its own project Yo Sumo, encouraging the US Latinos to sign up and tell about themselves, their lives, dreams and aspirations. The movement is launched “to give a voice to all Latinos and show the world that we’re not just many, but we have a strong influence on culture in this country, while simultaneously encouraging everyone to do their part”. Bare listing is dull, Pepsi’s documentary is not. “Start to count, and stop being counted”, says the brand.
Pepsi Canada is supporting the annual Juno Awards and encourages its fans to take part in selecting the most favourite singers and groups of the country. This time the company is awarding those who vote as well. The visitors of the micro-site are invited to vote and automatically become the participants of the draw.
Doritos tortilla chips and Major League Gaming (MLG) unveiled the Pro-Gaming Combine – the first-ever nationwide skills challenge in competitive video gaming history. Starting on February 23 video game pros can log on to www.doritoscombine.com and purchase team passes from MLG for the debut Doritos MLG Pro-Gaming Combine in Nashville March 26-28, 2010.
Global brands like to engage consumers in creating new packaging. Nestle’s Kit Kat is inviting the Japanese fans to take part in a creative project and design packaging of their own. The brand has launched its micro-website, where visitors can customize packs by adding their photos and special messages.
Doritos UK has launched another user-generated campaign “Doritos King of Ads” to pick out the most hilarious ads made by fans. The winning spot will be launched on national TV and bring its creator up to £200,000. The users are invited to share their creativeness and make a funny advert exactly 29 seconds in length.