I am a HUGE fan of brands and sports, so when I saw the new Pepsi commercials starring Kyrie Irving and Kevin Love from the NBA, it made me truly excited about the decision to do a product placement/storyline. The commercial does a great job of introducing us to the story and characters before ever mentioning or showing a product. This is an excellent way to engage viewers and this is also one of the prerequisites for a successful viral campaign.
There are three reasons why I think this will work for Pepsi.
#1. The Age of the Internet - This concept is perfect for this day and age. People are watching commercials and television shows on mobile devices as they are on the go. The product placement route allows fans to connect with the basketball players as subliminal messages of the product are flashed throughout the scenes. This will give the commercial more shelf life. Pepsi is depending on you to love it and share it, which will organically increase brand awareness and ultimately ROI.
#2. Cliff Hangers - I also love this concept because the brand makes it clear that there are more videos to come as Uncle Drew gets the old team back together. He finds Kevin Love and I predict there will soon be at least 5 videos as Uncle Drew finds the old starting 5. These type of cliff hangers allow for the viewers to share and anticipate the next edition to the Uncle Drew series.
#3. Humor - Humor always opens the heart and allows us to take our guard down. The more entertaining, engaging and humorous the storyline is, then the better chance that we will trust, like and engage the brand.
As small business owners we can all learn about how to engage more of the 5 senses to sell a product. I say bravo to Pepsi for going a different route with this one.
There are three reasons why I think this will work for Pepsi.
#1. The Age of the Internet - This concept is perfect for this day and age. People are watching commercials and television shows on mobile devices as they are on the go. The product placement route allows fans to connect with the basketball players as subliminal messages of the product are flashed throughout the scenes. This will give the commercial more shelf life. Pepsi is depending on you to love it and share it, which will organically increase brand awareness and ultimately ROI.
#2. Cliff Hangers - I also love this concept because the brand makes it clear that there are more videos to come as Uncle Drew gets the old team back together. He finds Kevin Love and I predict there will soon be at least 5 videos as Uncle Drew finds the old starting 5. These type of cliff hangers allow for the viewers to share and anticipate the next edition to the Uncle Drew series.
#3. Humor - Humor always opens the heart and allows us to take our guard down. The more entertaining, engaging and humorous the storyline is, then the better chance that we will trust, like and engage the brand.
As small business owners we can all learn about how to engage more of the 5 senses to sell a product. I say bravo to Pepsi for going a different route with this one.
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