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Pepsi Max's Online Prank Series Featuring NBA Stars - Uncle Drew: Chapter 2

In early 2012, Pepsi took a bold step by venturing online with "Prank" webisodes. The series gained massive popularity, leading to a move to LA and the addition of another star. With NBA ROY Kyrie Irving and All-Star Kevin Love, the webisode "Uncle Drew: Chapter 2" emerged, showcasing humor, celebrity endorsements, and publicity on social media. The ad campaign cleverly disguises the celebrities, sparking interest and delivering entertainment value. Explore the effectiveness of this creative approach for Pepsi Max amidst the humorous appeal. Watch the clever ad on YouTube.

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Pepsi Max's Online Prank Series Featuring NBA Stars - Uncle Drew: Chapter 2

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Presentation Transcript

  1. J.D. Crook Kevin Porter

  2. Pepsi Max • Early 2012 – Pepsi took a new approach to their advertising and went online creating “Prank” Webisodes • Bloomfield, NJ – so popular • Moved to LA adding another star

  3. http://whudat.de/images/Whudat_uncle-drew_Part2_640_header.jpghttp://whudat.de/images/Whudat_uncle-drew_Part2_640_header.jpg http://whudat.de/images/Whudat_uncle-drew_Part2_640_header.jpg http://whudat.de/images/Whudat_uncle-drew_Part2_640_header.jpg http://www.youtube.com/watch?feature=player_embedded&v=MLyvkBifQ3w#

  4. Celebrity Endorsements • NBA Rookie of the Year Kyrie Irving • NBA All-Star Kevin Love

  5. Relation to Class • Chapter 6 – Celebrity Endorsements • Chapter 6 – Humor Appeal • Chapter 15 - Webisodes • Chapter 17 – Publicity (Twitter, Social Media)

  6. Ad Execution • Does having the celebrities in the ad disguised create more interest? • Is this an effective campaign for Pepsi Max or is it overshadowed by the humor appeal/entertainment of the ad?

  7. Pepsi MAX & Kyrie Irving Present: "Uncle Drew: Chapter 2" Dir. Pepsi Max. Perf. Kyrie Irving and Kevin Love. 2012. Youtube.

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