Pepsi calls for TV scripts

Savage, Mike
June 2006
Media: Asia's Media & Marketing Newspaper;6/2/2006, p10
The article reports on PepsiCo Inc.'s turning of a television commercial (TVC) for its flagship Pepsi brand into a reality television-style contest, Pepsi Creative Challenge. Consumers can submit 200-word TVC scripts and vote on other entries at a website hosted by NetEase, in an eight-week marketing campaign designed to deepen involvement with Pepsi. The Pepsi Creative Challenge continues a drive by the soft drinks brand to develop a two-way communication with its target in China, following its Chinese New Year campaign which invited people to build sculptures of Pepsi cans in their home cities in another online competition also hosted by NetEase.


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