Pepsi AMP

OMD’s task was to drive awareness of the 2009 Amp Your Game tour (AYG), a 39-school, nationwide Rock Band 2 tournament with a $100,000 prize. The tour aimed to put 100,000 can samples in the hands of 18 to 24 year olds on campuses across the country, while creating an emotional connection to increase brand preference and encourage future purchase.

OMD knew social media was the way to go. It would give competitors a venue to rally their friends and the broader student population during voting phases. After blasting onto the scene with a one-day reach block on Facebook, week after week OMD targeted students from Prince George to Wolfville as the tour moved across Canada.

With a limited media budget, the AYG tour Facebook page became an anchor for fans to connect during all phases of the 18-week campaign – campus events, voting rounds and the live finale. OMD tailored communications from a broad national audience to only the fans of a particular band on a particular campus – encouraging them to challenge their friends on stage, win free swag and get samples.

The finale brought the live Amp Energy $100,000 Rock Off to thousands of fans via the world’s first live Facebook feed. Painstakingly negotiated by OMD with Facebook and the NXNE organizers, the event from Yonge-Dundas Square in Toronto was available only on the AYG page. A total of 1,393 streams were served, with an average viewing time of 9.5 minutes.

Overall, the campaign delivered 98% reach of the target audience with over 62 million impressions and an additional 13.5 million viral Facebook impressions (over 21% of total) worth an estimated $51,000 in media value. AYG attracted 15,200 new Facebook fans, and 61,000 votes were cast. The overall campaign exceeded its sampling goal for a total 151,398 cans in hands.