Pepsi MAX Australia has launched an interactive communications campaign aimed at getting its male customers to spend more time with their mates. The campaign ‘Pepsi MAX Top Mates’ is spearheaded by a smartphone app and is backed by Facebook banner ads with TV and radio spots via the Austereo network.

Pepsi Maxes Out Mateship

The free ‘Top Mates’ app is available from iTunes and Pepsi Australia’s Facebook page and includes incentives for users to spend more time together. Users can tap, or ‘bro-fist’, their smartphones together to unlock points and daily prizes, with the user who amasses the most points winning a $30,000 ‘Ultimate Brocation.’
Other features include a ‘Stealth Mode’ that sends MMS messages that act as alibis to increase ‘mate time’, and users can create a ‘Brofile’ to track their progress online.

Direct contact

Apparently in response to Coke’s recent ‘Share a Coke’ campaign, Pepsi MAX Australia is using ‘Top Mates’ to establish a direct relationship with its target audience of men in their 20s.
While the campaign runs for November only, the soft drink giant plans to use similar platforms to engage directly with its audience in the future.

Article by Dan Kuseta