Pepsi uses fancy tech and CSR to create attention-grabbing branded content, sell soda – 07/02/2012
As part of the Pepsi Refresh Project (a big part of Pepsi’s “corporate social responsibility”), Pepsi created “The Sound of Football” campaign for the Swedish market. Pepsi used technology to create attention-grabbing branded content that they could also advertise as their way of helping the visually impaired. The campaign provided high tech apparatus to help blind people play football by “see[ing] with sound.”
Pepsi documented and then spread the campaign through a variety of media, including Twitter and Facebook. The campaign won a Bronze Cannes Lion marketing award in the “use of innovative technology for mobile” category.