Creativity

Pepsi: MP3 Poster

The Canadian version of Pepsi's latest borrowed-interest strategy, called Pepsi Access, features a nifty subway poster that works as an interactive promotional MP3 player. All that young consumers need do is jack their omnipresent earbuds into the po

Published on Jun 07, 2006

Editor's Pick

The Canadian version of Pepsi's latest borrowed-interest strategy, called Pepsi Access, features a nifty subway poster that works as an interactive promotional MP3 player. All that young consumers need do is jack their omnipresent earbuds into the poster for, say, a 30-second tease of "Crazy," by Gnarls Barkley, along with an announcer's VO that ID's the music and includes, of course, the exhortation to "Check out Pepsiaccess.ca for more." (Every Pepsi comes with a PIN that can be redeemed for access to exclusive music, concerts, events and the like at the site.) The poster's headphone jack is part of a custom-built, embedded MP3 player that activates when headphones are plugged in, explains BBDO Canada writer Adam Bailey, who says the project, running through the summer in Vancouver and Toronto, involves roughly 100 posters playing 12 different tracks. "We haven't had any vandalism or theft yet," he adds. "The posters are mounted in a metal frame, protected by a 1/8-inch-thick sheet of clear plastic, and they're inspected nightly by transit staff." What about sound levels? "The volume is decibel-tested and preset at the appropriate volume for a noisy subway car." As the announcer says, check out www.pepsiaccess.com for more.

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About

Credits

Date
Jun 07, 2006
Copywriter:
Adam Bailey
Art Director:
Andrew Hart
Creative Director:
Ian MacKellar
Chief Creative Officer:
Jack Neary
Client:
Pepsi
Agency:
BBDO Canada

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