PepsiCo has launched an innovative Digital Out of Home campaign that integrates consumer generated Vine clips into Pepsi Max digital billboard adverts. Each day, the best Vines from #LiveForNow are updated in real-time and screened across The Grid, Ocean Outdoor’s network of large-format screens spanning the UK’s largest cities.
Vine, the 6-second social video platform owned by Twitter, has never been integrated into a real-time DOOH execution before. Through social media, Pepsi Max encourages members of the public to create and submit their “Unbelievable” Vines using the hashtag #LiveForNow, and the best submissions are integrated into the DOOH creative using the OpenLoop dashboard.
The campaign is part of the company’s larger Live For Now campaign and will be supported with YouTube videos promoting the “maximum taste, no sugar” tagline. The campaign was created by AMV, planned by OMD UK in partnership with Talon, produced by Grand Visual, with Vine moderation from Jaywing.