— Pepsi Max (@PepsiMaxUK) February 18, 2014
Digital billboards in the UK are getting quite the workout lately. PepsiCo is just the latest brand to take advantage of the bright marketing mediums in a new campaign that projects Vine videos around the brand’s Pepsi Max product.
The “Unbelievable” campaign invites British consumers to submit Vines of themselves doing something unbelievable, tagging their efforts with Pepsi’s #LiveForNow hashtag. The campaign is a significant move for PepsiCo, a “media first” that signals a shift from campaigns led by television to digital as a driver.
The best Vines will be displayed across the Ocean Outdoor’s network of digital billboards in seven UK cities in the collaborative promotion from OMD, Talon Outdoor, AMV BBDO, Jaywing and Grand Visual. PepsiCo is also supporting the campaign with YouTube videos.[more]
— Pepsi Max (@PepsiMaxUK) February 19, 2014
“Social video and digital out-of-home have interesting similarities and short-form, entertaining Vine content is perfectly suited to the DOOH channel,” said Rich Simkins, innovations director for Talon Outdoor, according to The Drum.
Other major campaigns from British Airways and MINI have also recently made use of the billboards. The airliner ran an interactive plane-spotting campaign that called out incoming flights to London’s Heathrow using innovative technology. And earlier in 2013, MINI ran its own personalized digital campaign that flashed messages to MINI drivers that drove by the digital displays.