The document outlines a promotion for the 35th anniversary of Michael Jackson's Thriller. It proposes a #ThrillerChallenge on social media in October where users create dance videos inspired by Thriller. Popular influencers will participate and promote the challenge on their accounts. The top 10 video submissions will win a trip to Las Vegas to see the Cirque du Soleil's Michael Jackson ONE show and Pepsi products for a year. Pepsi and the Michael Jackson Estate will help promote the challenge across social media platforms to engage fans and celebrate the anniversary.

1. 35th Anniversary Celebration
challengeTHRILLER

2. Thriller turns 35 November 2017…
Let’s invite the world to celebrate.

3. #ThrillerChallenge
• #ThrillerChallenge Promotion for Month of October
• Social users tasked with creating their own “Thriller” inspired video
• Influencers (dance / music category) will kick off campaign with choreographed videos
• Participating influencers will promote across their social channels
• Michael Jackson Estate will post promotional video on MJ Facebook & YouTube
• Pepsi features all Influencer Partner videos on Pepsi YouTube Channel
• 10 Winners get a trip to Vegas to see MJ ONE show at Mandalay Bay + Pepsi for a year
• 2 winners per social channel: Musical.ly, YouTube, Facebook, SnapChat, Instagram
• Special consideration given for Pepsi product / logo integration

4. Kendall Vertes
Dancer / Choreographer / Influencer Partners
Maddie Ziegler Nia Sioux
Cameron Dallas Kurt Hugo SchneiderWilldabeast Matt SteffaninaTodrick Hall
JoJo Siwa Miranda Sings
Jacob SartoriousBigWill Simmons
Lilly Singh Baby Ariel

6. Discover Page
+ Trending Tags
Contest Page Song Page
#ThrillerChallenge
Halloween is lurking in the air. Pepsi
and Musically are searching for the best
Thriller videos . Don your costumes, get
your dance shoes on, and show us what
you’ve got. Top 10 videos will get trip to
see the Michael Jackson ONE Cirque
du Soleil show in Viegas +
Pepsi for a year.!
#ThrillerChallenge
contest
#ThrillerChallenge
details
#ThrillerChallenge
Michael Jackson
Thriller
#1 #2 #3
official officialofficial

7. Branded Record Button Featured Videos
#ThrillerChallenge
#ThrillerChallenge
#michaeljacksonthriller
THRILLER
Custom Filter

8. Thriller tutorial on live.ly
WilldaBEAST
#ThrillerChallenge - Live.ly Dance Tutorials
Thriller tutorial on live.ly
Matt Steffanina
#ThrillerChallenge #ThrillerChallenge
MattSteffaninaWilldaBEAST

9. #Thriller Challenge Winners
FEATURED
#ThrillerChallenge Winners FEATURED
#ThrillerChallenge
Thriller Live Stream
on live.ly and musical.ly
@johnnylockwood
#ThrillerChallenge #MJ
#Michaeljackson #FeatureME
#ThrillerChallenge

10. Kendall Vertes
2.5M fans
26M hearts
Musers
Maddie Ziegler
3.4M fans
23.2M hearts
Nia Sioux
1.3M fans
18M hearts
Cameron Dallas
9.9M fans
240M hearts
Bryce Xavier
372K fans
9.2M hearts
Matt Steffanina
321K fans
3.2M hearts
JoJo Siwa
5.4M fans
260M hearts
Jacob Sartorious
11.6M fans
786M hearts
Big Will Simmons
154K fans
2.8M hearts
Baby Ariel
14M fans
638M hearts
REACH: 49M

12. Todrick Hall 2.3MWilldaBeast Adams 1.7MMatt Steffanina 4.7M
Miranda Sings 7.1M Lilly Singh 10M Cameron Dallas 5M
Select YouTubers Make Relevant Video/s
REACH: 38M
Kurt Hugo Schneider 7.6M

13. #ThrillerChallenge
#ThrillerChallenge featuring WilldaBEAST
#ThrillerChallenge featuring Matt Steffanina
#ThrillerChallenge featuring Todrick Hall
Pepsi Channel is #ThrillerChallenge Hub

14. Promotional Video/s posted on Official
Michael Jackson Channel (609k subs)
#ThrillerChallenge
#ThrillerChallenge

16. Promotion to 76M MJ fans
#ThrillerChallenge

18. Create the Best #ThrillerChallenge Story
#ThrillerChallenge - Stories and Filter
THRILLER
Custom Filter
it’s after midnight…

19. Partner Influencers Create a #ThrillerChallenge Story

21. #Thriller Challenge
Partner Influencers Post their videos on Instagram
REACH: 60M

22. COMBINED SOCIAL REACH FOR INFLUENCER PARTNERS:
225 MILLION FANS

23. 10 Winners go to Vegas to see MJ ONE show
Compliments of Pepsi

24. Concept Created by: Melissa Bowden
(affiliated with John Branca of The Michael Jackson Estate)
melissambowden@gmail.com
310.991.6354