New Delhi : This cricket season, Pepsi provides cricket fans the unique experience of becoming the champion fan of the sport with its campaign Pepsi ‘Road to Champions’. A social media campaign celebrating moments of cricket – ‘Road to Champions’ allows users to demonstrate their passion for the sport. The game which encourages users to tweet and share their favorite moments of cricket will continue to create ‘Oh Yes Abhi!’ experiences for fans of cricket and Pepsi.
Inaugurating the campaign is a Pepsi tweet up led by Harsha Bhogle where twitterati will share milestones of cricket excellence and created champions of the sport. To play this exciting game, users simply have to have to share moments that defines their passion for cricket. Tweets shared will help the users to earn points or kilometers to traverse across the road that leads users to the champions of cricket. Users get rewarded basis their chatter on Twitter, Facebook, Instagram and the highest scorers get the opportunity to toss the coin at the finals of the prestigious ICC Champions Trophy in London.
Speaking on this latest innovation, Homi Battiwalla, Senior Director – Marketing (Colas, Juices & Hydration), PepsiCo India, said, “With the launch of the Pepsi ‘Road To Champions’ we are taking our journey of fan engagement on digital platforms to the next level. We aim to create meaningful conversations around the sport with this activity, by engaging our fans with an opportunity to share their memorable moments on cricket. Pepsi as a brand strongly identifies with cricket in India and this year’s Pepsi IPL activation cemented that association. The “Pepsi Tweet 20” and the ‘The Great Indian Catch’ were immensely popular campaigns that made Pepsi the most talked about brand online during the tournament*. Keeping our success trajectory as a benchmark, we are hoping to multiply our engagement with consumers online with this campaign.”
Pepsi Road to Champions is a Twitter, Facebook and Instagram based application, which brings the excitement of cricket onto social media. Users can create innovative content like graphics and mash-ups to earn higher points which help them move ahead faster on the virtual road to Champions Trophy as seen on http://r2c.pepsiohyesabhi.com/. The contest divided into 4 phases for the first four days which concludes with one flag bearer or winner who is announced end of the day. On Day 6, top 20 players from the leaderboard are declared, who will need to garner support from their friends and followers for points. On Day 7, Harsha Bhogle will tweet for the champion walkers and declare winners to get the opportunity to travel to London.