Pepsi Max launches digital out of home campaign

PepsiCo has launched a new campaign across digital out of home (DOOH) that integrates Vine videos into Pepsi Max creative in real-time. 

The campaign was planned by OMD UK in partnership with Talon Outdoor, created by AMV, produced by Grand Visual with Vine moderation from Jaywing. 

Vine, the six-second social video platform owned by Twitter, has never been integrated into real-time DOOH before.   

Through social media Pepsi Max is encouraging members of the public to create and submit their “Unbelievable” Vines using the hashtag #LiveForNow; the best submissions will be curated by AMV and Jaywing and integrated into the DOOH creative using the OpenLoop dashboard.

The campaign goes live today on The Grid, Ocean Outdoor’s network of large-format full-motion screens, spanning seven of the UK’s largest cities. 

The campaign will build upon the successes of PepsiCo’s 2013 Dynamo campaign, also planned by OMD UK.

Following the DOOH launch, a series of branded content on YouTube will engage Pepsi Max’s audience with its ‘Unbelievable’ identity. 

Innovations director of Talon Outdoor, Rich Simkins commented: "Social video and digital out of home have interesting similarities and short-form, entertaining Vine content is perfectly suited to the DOOH channel. We love it when our brave clients challenge us to close the gap between social and DOOH and, in this instance, Grand Visual’s versatile OpenLoop platform has helped make Pepsi Max’s ‘Unbelievable’ ideas possible".

 Laura Bracher, London

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