Pepsi Set the Stage With a Snap AR Campaign to Unleash Snapchatters’ Thirst for Music
Snapchat contribution on top of mind awareness
To celebrate the evolving music scene in Saudi Arabia, Pepsi wanted to create a way for fresh, new artists and Gen Zers to connect on Snapchat, unleash their passion for music, and truly expressing themselves through Lenses and other interactive, immersive content. Local artists collaborated to create a song for the campaign, and Pepsi produced five limited-edition cans featuring a Snapcode to unlock an eye-catching musical experience.
Bridging the digital and physical worlds, Pepsi partnered with Snapchat to extend and activate their “Thirst for Music” campaign. By scanning the Snapcode, Snapchatters could access five different AR Lenses featuring entertaining and unique creatives. Pepsi used Snap AR’s body-tracking technology to create a Lens that helped Snapchatters learn about — and practice! — hip-hop and K-pop choreography inspired by the campaign. By using Snap AR, Pepsi offered their Saudi Arabian audience a way to discover new content in a more interactive setting. Finally, Pepsi used Snapchat Video Ads and Commercials to promote the song’s campaign and overall messaging.
Pepsi saw incredible success with their Snapchat campaign, which contributed to 50% of the campaign’s impact on top-of-mind awareness — and Snapchat is the only digital platform to drive top of mind awareness for Pepsi. Additionally, the campaign drove a 4-point lift in brand favorability and a 6-point lift in recommendation intent among Snapchatters
“This partnership with Snap, brings together two of the world's biggest champions of creative talent and compliments the campaign with an interactive platform rich in engaging experiences.”
Nescrine Chami - Sr Marketing Manager Colas - KSA BU - PepsiCo