Have you ever paid attention to the advertisements that wrap around public transport shelters? Me neither. However, Pepsi Max changed my opinion on the boring and drab advertising space that is a bus stop.
Pepsi Max released a video on their YouTube account during March 2014 which was to be a part of their “#livefornow” campaign. The concept of the campaign was to design an augmented reality surrounding a bus stop on New Oxford street in London.
So, how does it work? Unsuspecting victims would perch themselves inside the bus shelter and begin to notice extraordinary things appear outside of one of the windows of the shelter. Pepsi Max used Aliens, Tigers and a meteor among other ‘out of this world’ visuals to prank those waiting for the bus.
Pepsi Max places their advertising on the outside panel of the bus shelter which gives the illusion that it’s just another ordinary bus shelter with basic advertising. When the victims realise they have been pranked they are then able to link Pepsi Max to the stunt.
The creation of this section of the #livefornow Pepsi Max campaign was by AMV BBDO and produced by Grand Visual. A senior marketing manager for PepsiCo UK describes the bus shelter element of the campaign as another stand out and clever concept by Pepsi Max for the digital marketing world.
Pepsi Max launched their #livefornow campaign in 2012 in the UK. The launch involved magician Dynamo holding the roof of a double-decker bus with one hand also known as ‘bus levitation’. The #livefornow campaign is a great way to connect with adults and children. The idea of transforming the bus shelter into a digital unrealistic reality would take adults back to their imaginative childhood ways. Most would really enjoy the feeling of a fantasy world for a few minutes. It’s a fresh and clever approach to digital marketing that I believe stretches the imagination and will have a lasting impact.
Here is the video of the bus shelter in action.
YouTube. (2014). Unbelievable Bus Shelter | Pepsi Max. Unbelievable #LiveForNow. [online] Available at: https://www.youtube.com/watch?v=Go9rf9GmYpM [Accessed 22 Mar. 2016].
I.ytimg.com. (n.d.). [online] Available at: https://i.ytimg.com/vi/Go9rf9GmYpM/maxresdefault.jpg [Accessed 25 Mar. 2016].
Gioglio, J. (n.d.). Pepsi Max Shocks and Delights Londoners With Augmented Reality Stunt. [online] Convince and Convert: Social Media Strategy and Content Marketing Strategy. Available at: http://www.convinceandconvert.com/social-media-case-studies/pepsi-max-shocks-and-delights-londoners-with-augmented-reality-stunt/ [Accessed 26 Mar. 2016].
Marketingmagazine.co.uk. (2013). Pepsi Max launches latest Live for Now campaign with Dynamo stunt. [online] Available at: http://www.marketingmagazine.co.uk/article/1187418/pepsi-max-launches-latest-live-campaign-dynamo-stunt [Accessed 26 Mar. 2016].