From a PR perspective interactivity is the pride and glory of using social media. It allows large, often inaccessible corporations to have a one on one connection with their consumers. Have you ever stumbled across Woolworth’s Facebook page? If not then may I suggest you get onto that. With a mixture of customer comments and questions, to Woolworth’s witty responses and hilarious posts, it’s no surprise that Woolworths Facebook followers have skyrocketed.
Many other corporations have followed this approach to social media marketing and added an interactive approach to their social media PR regimes. For Pepsi this included taking an old marketing idea, and sprucing it up for the new world of social media.
The Pepsi Challenge was a campaign launched by Pepsi in 1975. The challenge allowed random participants to do a taste test of Pepsi, and its competitor Coca Cola, blindly deciding which they believed tasted better. In 2012 Pepsi relaunched the challenge in promotion of their brand new product, Pepsi Next. The Pepsi Next Challenge followed the same format as the original challenge however, was live and interactive through social media.
Featuring popular Australia’s Got Talent finalists, The Nelson Twins, the challenge road tripped through Australia filming episodes that appeared on social media. Pepsi utilised multiple forms of social media during this campaign. They would tweet the location of the taste tests, post the episodes on Facebook and Youtube, and even used Instagram and Twitter to provide live action updates.
Pepsi’s iconic campaign took Australia by storm. The taste test road trip was wildly popular with thousands of consumers showing up at the locations. This interactive form of PR is definitely the most successful form in regards to keeping consumers involved. An entertaining and interactive campaign like this captures attention from not only consumers, but also media outlets and Pepsi’s competitors.
From a consumers perspective this campaign and the PR tactics of organisations like Woolworths have changed the way in which large corporations are viewed. Consumers can now have a relationship with these companies through social media without having to go through traditional media, or endless hotline calls. Companies who have embraced interactivity are relishing in their new found relationship with their consumers. A much more personal, fun and effective relationship that traditional PR does not allow.
Solis, Brian, and Deirdre Breakenridge. Putting The Public Back In Public Relations. Upper Saddle River, N.J.: FT Press, 2009. Print.
Star Child Media (2012). Pepsi Next Challenge. Retrieved from:http://starchild.net.au/commercial/pepsi-next-challenge/
Mumbrella (2012). Pepsi brings back taste challenge for Next brand. Retrieved From: http://mumbrella.com.au/pepsi-brings-back-taste-challenge-next-brand-198111
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