This document contains summaries of 11 social media marketing ideas for various beverage and snack brands, including: 1) A Facebook post from Gatorade reminding users to "never run out of mix" for Gatorade showers. 2) A Facebook post from Pepsi poking fun at a failed clear cola product from Coca-Cola by asking if it is "okay" instead of Pepsi. 3) A Twitter contest from Mountain Dew asking the different Pokemon Go teams to demonstrate their dominance on social media for a chance to have their team's flavor released. 4) A Twitter post from Diet Pepsi encouraging users to keep their junk food intake "short and sweet" on National

1. Chad Douglas
ADV6325
Summer 2016
Final Project
7.29.16

2. 1. “Don’t Run Out of Mix”
(Gatorade, Facebook)
Gatorade is one of PepsiCo’s biggest
beverage product lines, and one of Gatorade’s
underadvertised products is its powdered mix,
which comes in individual packets as well as large
cans that can produce gallons upon gallons of the
hydrating drink, the kind of large supply that sports
teams rely on, and not just the pros.
Well, everyone’s familiar with a now-famous sports
tradition--the “Gatorade shower”, an honor that
winning players bestow upon coaches (whether
they like it or not) who led them to glory. But, as this
post demonstrates, you couldn’t substitute protein
bars if you happen to run out of the drinkable stuff
when it comes time to drench the coach. It’s just not
the same. This series of posts lists and numbers
humorous reasons why you should always “keep
a can on hand.”

3. 2. “Pepsi Is More Than Okay”
(Pepsi Crystal, Facebook)
Pepsi made an exciting announcement this year
when it announced that a memorable product from
the brand’s past, Pepsi Crystal, would be hitting
shelves again in 2016. Fans of this special variety of
Pepsi Cola actually built a Facebook page in order
to make a statement directly to Pepsi to bring Crystal
back!
When Pepsi Crystal was originally released, it wasn’t
long before competitor Coca Cola released an
imitator, a special edition of Tab, called Tab Crystal.
An alleged “born to die” product meant to undermine
Pepsi Crystal, Tab Clear was universally booed for
its flavor and poor marketing (who boasts a clear
cola and then puts it in an opaque can?).
Here’s where this ad comes in to play. It’s important
to note that Coca Cola diehards always complain
about being asked “Is Pepsi okay?” when they
request Coke in a restaurant that carries Pepsi. This
post, recognizing International Joke Day, bites back
by asking a question that would horrify and amuse a
Pepsi Crystal fan: “Is Tab Clear okay?”

4. 3. “Who Wins Twitter?” / Pokemon Go
(Mountain Dew, Twitter)
Pokemon Go is taking mobile and social by storm,
and players are taking sides, battling for domination
of gyms and for domination of the Internet!
This tweet calls to members of #TeamMystic,
#TeamInstinct, and #TeamValor, and asks,
“Who dominates Twitter?” Each team is asked to
demonstrate by either liking, retweeting, or replying
to the contest post. Mountain Dew promises to honor
the loudest and proudest by designing and releasing
the corresponding team’s flavor of Dew in a special,
limited edition bottle bearing the team’s insignia.
Gamers who already love Mountain Dew and have
sworn allegiance to the winning team will be able
to boast some serious bragging rights. The contest
mimics the spirit of battling for control of “gyms” in
Pokemon Go, and like gyms, a limited edition bottle
isn’t forever! Teams may find themselves having to
rally to Twitter and Mountain Dew again in order to
ensure that another flavor doesn’t don the insignia
of their rivals!

5. 4. National Junk Food Day / Healthier Choices
(Diet Pepsi 7.5 oz cans, Twitter)
Just as this tweet warns, National Junk Food Day
is coming, and so is temptation! Part of PepsiCo’s
mission is to contribute to a healthier world and
healthier eating habits, so instead of promoting
drinking more of its sodas on this day, Pepsi instead
offers advice to Diet Pepsi fans and those simply
trying to eat healthier, but who may be unable to
resist sweet treats or unhealthy snacks.
This post, designed to put a memorable mantra
and hashtag in consumers’ minds, suggests that on
National Junk Food Day, people who can’t resist a
soda ought to try a new reduced portion Diet Pepsi,
which, like many other Pepsi varieties, now comes in
a 7.5 oz can. The post reminds the health-conscious
to remember to “keep your treats like your tweets:
#short&sweet”.

6. 5. “Kickstart Gets It Done...Fast”
(Mountain Dew Kickstart, Vine)
Mountain Dew Kickstart is popular with a younger
crowd who have a love affair with energy drinks, have
a lot on their plate, and perhaps most importantly,
enjoy snappy, funny, to-the-point humor.
Mountain Dew Kickstart is already known for off-the-
wall ads that are some parts hilarious and some parts
unsettling. It’s a perfect brand to take ideas to Vine,
such as this series, where Kickstart demonstrates
how it “helps you get things done faster...a LOT
faster”, or in Vine’s case, seven seconds.
The example here shows a young boy sitting in
class and daydreaming about how it would be cool
to go into Aerospace (while making and throwing a
paper plane). With just a sip of the Kickstart sitting
on his desk, time begins to fly wildly toward the
future, and in the next moment the boy finds himself
aged and studying for a college exam. Before he
can even figure out how it happened, a letter from
NASA comes sliding into his hands, and in the last
moments, he’s seen finessing and whooping through
orbit as an astronaut, his can of Kickstart zooming
by and flinging blobs of Dew from its spout.

7. 6. “Soda History Stop”
(1893 Original Cola, Waze)
Pepsi recently released a special “1893”
series of craft colas in order to recognize
its 19th century brand roots and to serve up
something a little more appealing to soda
lovers with sophistcated tastes.
Thisideatakes1893OriginalColatoWazeand
does so in an interesting and engaging way.
When Wazers are stuck in traffic for an unusual
amount of time--perhaps due to congestion, an
accident ahead, or particularly bad commute
conditions, Pepsi chimes in and offers some
fun facts to pass the time, particularly tidbits
from soda history. Immediately after, it tells
the user to “try one on us”, and provides the
Wazer with a voucher for an 1893 Original
Cola, which they can use whenever they make
their next rest / snack stop.

8. 7. “Snapcash Replay Trivia”
(Propel, Snapchat)
Propel is a popular brand of electrolyte-rich water
belonging to the Gatorade family of products, and what
better time to bring up Propel than the upcoming college
football season?
Just as other popular television programming engages
live viewers through social media (i.e. Twitter), football
games can engage fans whether they’re watching from
home or the stands via Snapchat. How? With live trivia,
using questions taken from the details of the game at
hand and continually added to the brand’s Snapchat
story as the game unfolds. When a question pops up in-
story, users have to be quick to read and quick to reply
with a correct answer, and when they do, the quickest
repliers can win instant, modest cash prizes, delivered
directly through the Snapcash feature. It’s a great and
easy way for fans to engage with the game and Propel,
winning quick cash they can use for a tailgating or home
viewing party food runs, and a great way for Propel to
advertise all season long without spending nearly as
much on expensive television ad spots!

9. 8. “For A Happy World”
(Aquafina, Pinterest)
Aquafina bottled water currently has a Pinterest page, and there isn’t a single pinboard or pin yet! A shame, because
Aquafina’s values and product are a perfect fit for the platform! Take the example below, a pinboard dedicated to
plastic bottle upcycling, sustainable water use, and other DIY ideas “for happy bodies” and, as the title suggests, a
“happy world”. This board educates Pinterest users on the various ways they can help reduce waste by fashioning
plastics into reusable implements. It also pins notifications about charitable causes supplying needy countries with
fresh water, and includes ideas for constructing DIY water purifying systems, irrigation systems, children’s crafts
and projects, wild animal feeders, custom garden hose attachments, and much, much more!

10. 9. “The Squeeze” Blog
(Tropicana, Tumblr)
Some time ago, Tropicana orange juice decided to try and reach out and capture a younger target market. The
strategy involved Tropicana Twister, a series of sodas that replaced much of the Slice line of sodas. Here, instead
of creating a new product for the younger consumer, Tropicana is instead taking its brand to a social channel where
lots of teens and early twenty-somethings live: Tumblr. The “twist” here is that Tropicana isn’t directly pushing its
beverage products so much as it’s curating an ever-growing aesthetic / content blog that focuses on one thing,
orange, and anything that has to do with the color or the brand’s famous citrus staple. In order to contribute to
the community and appeal to Tumblr’s users, “The Squeeze” will reblog and upload original content that flaunts
all things “orange”, be it mood boards, music, artists’ works, famous quotes about the color orange, recipes that
showcase oranges, and so much more.

11. 10. “Picture Victory”
(Gatorade G Series, Instagram)
This idea is the coming together of many great things--the
chance to host an Instagram photo contest, the chance to
generate lots of user-made content, the ability to engage a
specific target audience, and the opportunity to give back
to the community.
The idea is pretty simple, but also big. Gatorade calls
Instagram followers to put forth their best photograph,
including the hashtag “#PictureVictory”, demonstrating,
in a single shot, what “victory” looks like. The contest
specifically wants high school age entrants to show off one
of their athletic teams in a moment of victory, and express
what winning and team pride look like in the moment. The
top ten entrants will win a Gatorade sponsorship for one of
their school’s athletic programs for the next three years.

12. 11. “Morning Stories”
(Quaker Breakfast Shakes, Instagram)Quaker has already made an impression
on Instagram with its main account, a
cleverly crafted arrangement of images
of its products that form one continuous
piece.
This idea gets more specific. The account
shown would feature Quaker’s line of
breakfast shake beverages exclusively,
and would collect and talk about followers’
“morning stories” (also the primary
tracked hashtag). The idea would be to
encourage users to message Quaker with
a true, personal “morning story”--happy,
sad, funny, thoughtful, anything--and
include a nice photo to go along with it.
Quaker would then share the best stories,
presented as combo image/quotes with
other followers. The first example on the
right is a submission of a rainy commute
picture sent in by “lorie_lou_who” who
says, “When I’m drinking chocolate
[breakfast shakes], I forget the sound of
the rain, the traffic, and the screaming
child in the back.” Quaker then follows up
these posts with a clever, witty, friendly,
or informative response in the form of a
caption.

13. 12. “Traveling Tea House” + Live Streaming
(PureLeaf, Periscope)
PureLeaf tea recently tweeted about an ongoing series called Traveling Tea House, a string of open house and
other similar events that PureLeaf attends in order to discover and showcase other craft tea brewers around the
country. However, the engagement value, to followers, is limited. PureLeaf provides information about when and
where such events will be held, and what will be going on, but anyone interested in attending who lives too far
away simply can’t show up for the event. This is where Periscope should come in. The app, which could easily
be used to stream video live from any such event, could bring followers to Traveling Tea House events, rather
than asking them to come to where PureLeaf is. With a simple link posted to Twitter, PureLeaf fans could see
through the eyes of PureLeaf attendees and even ask questions and engage with PureLeaf in real time, creating
a completely different and far more valuable brand-to-customer experience!

14. 13. “Caleb’s Cache” CITO Event
(Caleb’s Kola, Geocaching)
Long before Pokemon Go, there were apps
that spurred people to get outside and
explore. Geocaching has been popular
with GPS enthusiasts for quite some time.
Some might consider it a niche hobby,
something under-the-radar, and that’s why
it’s paired with Caleb’s Kola in this idea, as
it’s a new product that shares a craft spirit
with Pepsi’s 1893 series.
The idea here is that Caleb’s would
arrange an official CITO event (a cleanup +
geocaching event) through Groundspeak’s
app. Caleb’s would select a handful of
geocache locations, each called “Caleb’s
Cache” which would earn its discoverer(s)
a substantial cash prize. The theme of the
event adds some fun historical fiction to the
historically factual Caleb Bradham, Pepsi’s
original creator, suggesting he hid “caches”
of riches out in the American wilderness.
The event is a great way to create
awareness for the new product, to support
a niche international community, to get
geocaching enthusiasts and societies out
for an exciting weekend of cache hunting,
and to assist in cleaning up national parks
and preserves.

15. 14. “Can We Buy You A Drink?”
(Real Sugar Pepsi, Tinder)
Tinder is actually a great place for creative
brands to advertise. The app is pretty
minimal and straightforward in function and
purpose, which is why it may be hard for
some brands to fit within its constraints, but
not Pepsi!
This idea involves promoting Real Sugar
Pepsi by creating a Tinder profile for the
brand / products. The image to the right is
what a user will see when Pepsi shows up
and awaits their rejection or acceptance
swipe. Pepsi “makes a move” by asking,
in flirtatious fashion, “Can we buy you a
drink?” Hopefully the user is intrigued or
perhaps amused enough to humor the
request. Should they swipe in Pepsi’s favor,
the brand messages them and says, “How
about something real for a change? We’re
sweet and honest! No fancy pickup lines, no
misleading profile picture.” The user would
then be offered a Tinder-exclusive voucher
to try a Real Sugar Pepsi of their choice at
the nearest place of availability.

16. 15. “Play With Pepsi”
(Pepsi / Mountain Dew, PUP)
Not that it needs repeating, but soda is a
big hit with gamers. Mountain Dew, in fact,
is so associated with social gaming and
titles like Halo, Call of Duty, and World of
Warcraft that the beverage is often placed
in the same display units as games like
these in major retailers like Walmart.
That said, this is a niche idea crafted just
for the video game enthusiasts. A brand
new app called Party Up Player (PUP),
which is actually still in beta, has been
designed and released with social gaming
in mind. The app simply helps gamers post
topics that are meant to enlist the help of
others in order to complete difficult tasks in
multiplayer games, or just simply to, well,
“party up”--to assemble friends for some
fun gaming, and across many platforms.
This idea involves arranging a “Team Pepsi
vs Team Dew” event, during which both
brands will compete with one another in a
popular title such as Left 4 Dead 2. Players
interested in participating can queue up
to compete during the all-night event and
earn coupons, vouchers, and prizes just
for playing, and special prizes for being an
MVP or match winner.

17. 16. “Naked Workout”
(Naked Juice, Spotify)
Spotify is a fantastic place for all kinds of brands to advertise, simply because music can be set to almost
anything, and with fantastic themes and purpose. Spotify of course has traditional, radio-style ad spots between
songs in the instance that a user has downloaded the free version of the app. Users who are willing to pay for
the service don’t receive these ads at all. The great thing about this idea is that it avoids these variety of ads
altogether and actually uses the platform’s unique features.
Quite simply, this idea involves Naked, a line of juices crafted to the tastes of fitness and health enthusiasts,
creating a user profile and building a high quality and substantial workout playlist, and making it available for
public use (“following”). One of the great features of Spotify is its myriad ready-made playlists, tuned to all kinds
of moods, themes, and tastes. Workout playlists are already popular, and many of them accumulate follower
counts reaching the hundreds of thousands!

18. 17. “Sparkle Matters”
(Aquafina Sparkling Water, LinkedIn)
LinkedIn may not be an obvious place to
advertise in any traditional or clear sense,
but it’s certainly not beyond the reach
of advertising. Like Tinder or Spotify, it
requires a special approach and a different
kind of intent.
Here is a good chance to, before anything
else, advertise PepsiCo and Aquafina
brand values and give back. As the post
explains, times are tough, and sometimes
it’s difficult to get a job or change jobs,
which is why a “sparkling” resume matters.
Pepsi and Aquafina extend a helping hand
by holding a kind of mini contest here,
asking those interested to comment and
explain, briefly, “what makes you sparkle?”
Top commenters are offered the chance to
bypass the traditional application process
and discuss job opportunities with Aquafina
recruiters directly, while runners-up will
earn a “sparkling endorsement” of their
skills and qualifications, meant to add an
extra bit of uniqueness and strength to their
LinkedIn online resume and portfolio.

19. 18. “It’s Me, Pepsi”
(Pepsi, li.st)Now here’s a deceptively simple and
currently low-profile social media channel:
li.st. The app is exactly what it sounds
like, a place for people to post lists, about
anything and everything, and it even allows
for visual content. A channel for nothing
but lists at first sounds one-dimensional,
but quickly becomes a deep engagement
opportunity for the entire Pepsi brand.
Imagine Pepsi is a young woman, age 16-
23, who’s hip to all things social media, is
creative, bubbly yet sassy, self-aware and
has lots and lots to say about herself. That’s
the exact idea behind this execution, a
pseudo-diaryof“Pepsi’s”thoughts,feelings,
and expressions. In the example, starting
from the left, Pepsi is in a contentious
mood, and, needing to prove she’s more
than just “carbonation and caramel color”,
makes a list of all kinds of recipes she’s
“awesome in” (with links). In the next, she
lists charities she wants to give to this year
and asks followers to help her decide. In
the final list, she’s recalling odd and exotic
Pepsi variations no longer in production,
referring to them as “throwbacks” to her
“old looks”, both bemoaning and praising
her style choices as she goes.