In an attempt to engage consumers via user-generated content, PepsiCo is bringing Vines submitted by users to digital billboards in the UK.
In support of Pepsi Max's "Unbelievable" campaign, PepsiCo is inviting British consumers to submit Vines showing themselves doing something that defies imagination, along with the hashtag #LiveForNow. (Sass, 2014)
I can certainly see people in engaging some foolhardy behavior in pursuit of their 15 minutes of fame , but I'm not so sure they will buy more Pepsi Max. What do you think?
Sass, E. (2014, February 19) PepsiCo Putting Vines On Digital Billboards in UK. mediapost.com. Retrieved February 20, 2014, from http://www.mediapost.com/publications/article/219903/pepsico-putting-vines-on-digital-billboards-in-uk.html