Youth Marketeers tested six different concepts for Pepsi Cola’s youth campaign. The concept ‘Pick a New Address,’ which sends one winner to an address of their choosing, surprised the target group. According to the youths of our Thinknetwork, it fits the slogan ‘Refresh your world.’ Many youths, however, did not believe that Pepsi would follow through with the campaign. Well, they most definitely will! Pepsi believes in youths!
With Pepsi’s ‘Pick a New Address’ game you can win a journey to your new address worth 15,000 Euros. It could be an idyllic place by the coast of Belize or a village town in Vietnam. The only thing you have to do is mark a new address by throwing a virtual arrow towards a rotating globe. Then you have to make as many friends as possible at that address because these friends will earn you points.
You can find friends at your new address via Facebook or a banner you design yourself or any creative way you can dream up! Once you have found new friends you have to maintain contact with them as often as possible by e-mailing, sending pictures and videos, texting, or even via bottle mail. The more original your contact is, the more points you receive. If you win, you get to travel to your new address.