The document summarizes a social media campaign by Pepsi called #Can'tWaitAbhi. It describes how the campaign launched a contest on January 24th asking people to tweet what they wanted to do with the hashtag. However, on January 29th Pepsi announced the contest was over and launched a new TVC called "Oh Yes Abhi" earlier than expected. The document notes the campaign was not user friendly and failed to deliver on what was promised, suggesting there was room for improvement in the execution.

1. Social Media Campaign Review
#Can’tWaitAbhi

2. Facebook
Page
Analysis

3. the page has a healthy following
of more than 3,000,000 likes.
the tweet shortcut , Instagram
and other apps on the page
aims to increase the user
engagement.

4. #Can’tWaitAbhi

5. the contest
The contest began on 24th January.
The contest asked users to go to
www.cantwaitabhi.com and tweet with
#Can’tWaitAbhi what they wanted to do
at that very moment and as the tweets
came, the bottle filled.
Further they also claimed that they
might make their wish happen.
It also showed a timer titled
“The waiting ends in”.
The calculations showed that it would
end on 1st Feb

6. the contest
But on 29th January, i.e 2
days earlier, they had a
post stating
“You couldn't wait and
neither could we!”
and launched their new
TVC “Oh Yes Abhi”.

7. the contest
And also the name of the
website changed from
“can’twaitabhi” to
“pepsiohyesabhi”
2/2/2013

8. the contest
Also the “#Can’tWaitAbhi”
changed to “#OhYesAbhi”
2/2/2013

9. scope for improvement
It wasn't user friendly at ,from tweeting
and claiming to make it happen, they
ended up in launching a TVC!

10. scope for improvement
The whole app/contest
which failed to perform as
expected and was a low
down.
All that Pepsi claimed
wasn’t completed/fulfilled.
2/2/2013

11. scope for improvement
The new website lacks
interaction.
It consists of irrelevant
things.
The place for the tweet is not
at the right place. It is just
randomly placed in the
middle without proper
Human Computer Interaction
(HCI)
2/2/2013

12. the social media company
1st Floor Innovation Center
Manipal University Technology and Business Incubator (MUTBI)
Manipal University
Manipal – 576104
Karnataka
www.thesocialmediacompany.in