Pepsi is attempting to build an association with the clubbing
generation using a one-off digital project developed by AKQA.
The agency was commissioned in August by the Pepsi PR agency Ketchum to
produce a viral questionnaire offering participants a chance to win VIP
tickets to the Pepsi/Cream "More Cream" event.
The "Blag-it Game" digital marketing drive consists of a website and an
SMS text message campaign.
The game centres around inviting clubbers to prove their blagging
ability through a questionnaire on the website or by text messages
showing blagging skills.
A viral e-mail with a link to the website www.blagittomorecream.com was
sent to the Cream database of 60,000.
Andy Richardson designed the site. Justine Leicester and Jamie Knight
were in charge of planning. The project was developed by Ben Brook.
