Jaime Fabricant, Senior Marketing Manager – Cultural Foresight & Innovation, PepsiCo
The Pepsi Max team in the UK worked on that campaign back in 2014. In addition to the live experiences, the content achieved over 7.5 million views on YouTube alone! It was a very cool use of AR in bus shelters, providing consumers with surprise & delight moments as they think they are seeing things like UFOs, robots, or wild animals on the city streets. We love introducing never-been-done-before experiences such as this to our consumers!
Mountain Dew has definitely done a few incredible VR campaigns. My favorite is one particular campaign that the Creator team was involved with called ‘Court Vision’ featuring Tilt Brush by Google at the NBA All-Star Game earlier this year in Toronto. Tilt Brush hadn’t even launched publicly at that stage, and it was so exciting to be first-to-market and try it with our fans, athletes and media partners. It brought multiple cultural verticals together across technology, art and sports.
Storytelling is so important to us at PepsiCo and Virtual and Augmented Reality allow us to tell stories in ways that we could never have done before. We look forward to continuing to tell innovative and immersive stories through these platforms and to produce great content in new and unique ways; it’s what our consumers want.
Of course, I know my colleague Stinson Parks from the Mountain Dew brand team will have interesting things to say about “Leveraging VR to Enhance a Cohesive Brand Narrative”, so I look forward to seeing him on stage. In addition to that, I’m interested in hearing about ways to monetize VR content.