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Pepsi Makes Your Day 161

ROI and how it could be applied across a relatively new channel ‘viral mobile’.
Sadly, we don’t know what 5 per cent cumulative market share looks like in
terms of Turkish lira but it must be a whole lot of refreshment for both the
audience and client alike. However, even though they won’t tell us what this
means in financial terms (get a life Pepsi), one key lesson here is the impor-
tance of what you actually do measure. In this instance the agency has pro-
vided some really good metrics and you can tell this didn’t happen by accident.
Clearly the agency knew the objectives well in advance and set out what they
were going to count and what constituted success.

The ‘Pepsi Makes Your Day’ campaign took mobile marketing to the
Turkish housewife with the help of high-profile celebrity host Seda
Sayan.

Links to campaign creative

●● http://www.unbrandedlandingpage.com/pepsimakesyourday/