Pepsi Next Tries Pin to Win for Super Bowl
Pepsi’s bet on Pinterest — a platform that boasts a predominantly female audience — for this year’s Super Bowl doesn’t seem like the best idea.
The brand is using a pin it to win effort for its Pepsi Next beverage, giving people the chance to win a Pepsi Next party kit, as part of the “Unbelievable Pepsi NEXT Party.” The kit includes 10 free Pepsi Next 2-liter coupons, a $100 American Express Gift Card and a set of Pepsi Next cups. To enter to win, fans must create a Pinterest board called “Unbelievable Pepsi NEXT Party,” and they have to repin one of Pepsi Next’s inspiration pins from Pepsi Next’s contest Pinterest board and pin at least two images depicting their idea of an awesome Super Bowl party. All pins must have the hashtag #Unbeliveablepepsinextparty. Participants must then submit the Web address of their Pinterest boards to the contest via the Pepsi Next Facebook app. Prize winners will be selected in a random drawing from all of the eligible entries received on Feb. 5.
It’s pretty cookie cutter Pinterest contest fare and the fact that winners are drawn randomly rather than actually being judged on the creativity and content of their contest boards is kind of lame. Pinterest contests make sense when they let users get really creative and showcase their aesthetic sensibilities, like Ann Taylor’s Pinterest contest that asked fans to create a board around their dream wedding theme for a chance to win an Ann Taylor wedding dress. That’s something Ann Taylor fans, and a lot of women in general, would have fun doing.
The Pepsi Next Pinterest contest’s doesn’t inspire much creativity or excitement; it’s just a means to an end. Getting people to engage with brands via Pinterest only works well if it enables people to use Pinterest how they normally would: creatively, without many rules and without and branding being forced awkwardly onto their Pinterest boards.
‘No one is rushing to commit Q4 budgets’: With its future in the U.S. increasingly uncertain, media buyers are holding back spending on TikTok
The executive order signed late last week has now spurred advertisers who were considering testing the nascent platform to steer clear for the time being, especially since TikTok now has until September 20th to sell its U.S. operations or face the consequences of President Trump’s order.
Member Exclusive‘Like being conned’: Agency employees say that fake job listings are making the already difficult job market even harder
If you ask agency talent about the job search you’ll hear them bemoan alleged fake job postings as an industry scourge.
WTF is redirect tracking?
Redirect tracking offers an alternative to the third-party cookie, which is why web browsers are clamping down on it.
SponsoredSeeking revenue stability, publishers are assessing buy-side credit risks
As the industry navigates the continued impacts of COVID-19, here’s the questions publishers should ask their programmatic partners or ad management providers to protect themselves from clawbacks and lost revenue.
‘Let’s put it out in the world’: Why Code and Theory is creating its own thought leadership publication, Decode
The publication gives the agency a home for opinion and thought leadership pieces from its staffers, many of whom have been writing pieces for industry publications in recent years.
Member Exclusive‘You can’t just cut a little bit’: Why this moment could force agencies to accelerate necessary changes to their business models
To survive, agencies have to change how they do business instead of making cuts here or there to manage for the next quarter.