Final Digital Strategy: PepsiCo Kickstart

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1) PepsiCo's Kickstart digital strategy for 2014 targets college students and focuses on generating social media posts with the hashtag #KickstartMoments about experiences using Kickstart energy drinks. 2) The campaign will use campus promoters, sampling events, fliers, and a social media campaign to encourage students to share #KickstartMoments posts for a chance to win a concert with Pitbull and JLo in Miami. 3) The total budget for the #KickstartMoments campaign is $5.2 million, including costs for campus promoters, sending 100 students to Miami, advertising, and producing the concert.

Business

PEPSICO
KICKSTART
Digital Strategy 2014
MacKenzie Walters

TARGET AUDIENCE
• College Students
• Low-cal energy drinkers
• Energy boosters and mixers
• Fun and energetic experiencers

Pass out
fliers on
campus
Sampling
events
Social
Media
Campaign
Once-in-a-
lifetime
event
#Kickstart
Moments
#KickstartMoments College
Promoters

#KickstartMoments
Social Campaign
“Killin’ it with a Kickstart energy drink before
the Michigan State game
#Kickstartmoments.” –MSU student via
Twitter

1.
• Content of posts and videos
shared on campus
2.
• Interaction of campus
promoters and college students
3.
• Goal of 2,000 posts per school
Key Performance Indicators
#KickstartMoments

#KickstartMoments Killin’ it in
Miami #ChanceofaLifetime
Win Pitbull/Jlo concert in
Miami with
#KickstartMoments

#Chanceofalifetime
• 100 college students
• Backstage passes
• 3 days and 2 nights in Miami
Rack up your points with
#KickstartMoments!

“I love #Kickstartenergy. #BestDrinkEver
#KickstartMoments = 10 points
“My #KickstartMoment today.” = 20 points
“I had my friend try Kickstart today. He loved it brought it to
our party this weekend! #KickstartMoments.” = 30 points
Points System
#KickstartMoments

Campus Promoter=$1000/month
50 campuses, total promoters in three
months=$150,000
100 students at $900 each=$90,000
Advertising cost for six months
($160,000/month)= $960,000
Concert execution (with Pitbull/JLO)=$4M
Total #KickstartMoments
campaign=$5.2M
#KickstartMoments Budget

#Kickstart Moments
#ChanceofaLifetime
#BestDrinkEver
Killin’ it with Kickstart!

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