The Wheel of Levy

Objective

Pepsi Next, in its second year on market, needed to drive brand awareness and product trial among American consumers, particularly in Hispanic markets. The brand deployed celebrity-driven strategy using actor William Levy to create memorable interactive entertainment that combined brand experience with product sampling incentives.

Solution

The Barbarian Group created wheeloflevy.com, an interactive wheel-spinning experience featuring six video personas of William Levy (Doctor, Romantic, Action Hero, Rock Star, Sci-Fi character, and Theatre buff). After watching their chosen persona's brief video performance, users registered to receive a free 2-liter bottle of Pepsi Next. The campaign was offered in both English and Spanish. The interactive site was supported by a 30- and 15-second TV spot, paid digital and social media takeovers (Buzzfeed, YouTube, E! Online), in-store promotions, Facebook and Twitter integration, and extensive press coverage including media appearances by William Levy on Good Morning LA, Extra!, and Mario Lopez Live.

Results

The site generated over 1 million hits/views on its first day. Pepsi committed 400,000 two-liter bottles for giveaway with a planned campaign duration of 4-6 weeks. The campaign represented Pepsi Next's largest Hispanic marketing effort at the time. No published data on conversion rates, sales lift, or engagement metrics beyond first-day traffic.