Pepsi MAX - Top Mates
Case Study
Check-in & Win!
20 something blokes are spending less time with their mates due to increasing work and relationship commitments. The Pepsi Max Top Mates app gives them the incentive and tools to break away into 'mate time'.
Though aligned with the Pepsi Max global brand strategy and communications, this Australian Top Mates summer promo is a first for Pepsi internationally. The campaign is not just a digitally led, but also a mobile led integrated campaign. Traditional communications including TV and Radio, as well as an extensive digital display campaign provide promotional support for the app and direct users to a Facebook site framing the campaign.
The app exemplifies two key concepts of progressive digital engagement - 'utility' and 'gamification'. App 'Stealth Tools' generate excuses with which users can fend off 'distractions'. By checking in with each other and tagging activities, users can unlock content, rewards and badges. Users can check their progress against other mates and app users in their 'Brofile'. Users activity is amplified to the FB site, seamlessly integrating mobile with social.
The Pepsi Max Top Mates summer promotion also doubles as a launch campaign for the Top Mates app, which is designed to live on permanently as a consumer promotions platform. Pepsi will be able to dynamically generate promotions and reward users for spending time with mates and checking-in. To drive initial downloads; the launch campaign includes daily and weekly prizes. The user (and mate) with the most check-ins at the end of the launch campaign will be crowned Australia's Top Mates and win a $30,000 Brocation to anywhere in the world.
Results: 18,348 downloads and 20,983 check-ins in 4.5 weeks.
The 'Pepsi Max Top Mates' App
Imitating the 'bro-fist' action, the app allows users to check-in with each other by simply 'bumping' phones, leveraging the Bump API. Users can set their check-in preference to public or private. If set to public, users can add extra content to their check-ins such as locations, activities, photos and then post the details to Twitter & Facebook. Additionally, if the user is set to public they can temporarily keep a check-in private by using the 'Stealth Mode' blade switch. The app also exploits users FOMO by alerting them when mates check-in without them.
As users check-in and add content over time, they are in turn rewarded with content and badges, as well as the chance to win physical prizes. Each user can track their progress against other mates and app users in their Brofile. As well as showing the global check-in leader board, the user can see their 'game data' such as whom they last checked in with, their favourite location/activity, badges they have unlocked and how close they are to reaching the next 'level'. The user can also find mates and connect to them (via Facebook) as well as accessing their mates 'game data', thereby inciting competition.
The Stealth Tools section of the app allows the user to literally shake up an excuse (serious or funny) and Escape from boring appointments to hang with mates; or, Protect mate time from unwanted phone calls from their boss or 'significant others'. There are 20 excuses to choose from and the user can filter out excuses they've used before.
Clicking the Escape button allows the user to create a fake MMS or Voicemail message complete with photos and SFX that match the excuse.
Clicking the Protect button allows the user to select and synch with a mate, allowing the mate to play an excuse matching SFX under the user's phone call, to fake what they're doing and fool the caller.
Every time a user send an excuse, all mates he is connected to receive an Excuse Notification, allowing them to corroborate his excuse if any one asks.
A Content Management System allows Pepsi Max to dynamically create consumer promotions, which can be sent to and activated via the Top Mates app from time to time. Details of each promotion can be found in the 'Win Stuff' section. A typical promotion scenario would be – "Check-in with a mate in the next 24 hours and take a photo of your mate holding a can of Pepsi Max at the beach to win a prize".
If the user has not checked in with a mate for over 2 weeks, the app will forward them a Losing Touch alert. The user can then invite the user to catch up and check-in. If the mate rejects the users invitation, the user will be prompted to send the mate a Bailer Alert. The user can then record their own Bailer Alert or select from 7 pre-made Bailer Alerts, which can then sent to the mate, playfully calling them out for spending enough time with their mates.
Walkthrough
Facebook Website
All support media will push directly to the Facebook website which is the portal to the Pepsi Max Top Mates campaign. The primary purpose of the Facebook website is to explain and amplify the campaign, give the user information about the app and excite them sufficiently to download.
The home page includes an introductory video from the face of the summer promotion, Austereo radio personality Byron Cooke, who is presented as the user's 'pocket mate'. As well as a primary CTA to download the app, Leader Board and Winners tabs showcase the gamification aspects of the campaign and there are panels calling out the app's key features. After the initial launch campaign, the home page will highlight Pepsi Max Top Mates promotions activated via the app.
The 'How To' tab includes an info-graphic slideshow detailing how to enter the competition and play with the app. Underneath there is more detail regarding prizes while the launch campaign is active.
The 'Invite' tab uses the Facebook Send plug-in to invite friends to download the app, connect and check-in. The 'Fun Stuff' tab displays user-generated content, specifically photo's posted by users when checking-in, as well as campaign related videos sourced from YouTube.
The Brofile tab emulates the same screen in the app, allowing users to track their progress against other users in the quest to be crowned Australia's Top Mate.
Facebook Intro Video
TVC
Films
We created ten films that users could 'unlock' each time they levelled up by checking in a certain number of times. The humorous films were a reward for participation. Once the user unlocked the first video on their first check-in, they would be encouraged to keep checking in to unlock more.