Pepsi My Can goes digital with 'What’s Your Way' campaign?

Pepsi My Can's latest campaign 'What's Your Way' has gone digital in a big way.

The campaign sees some well-known faces in catch-22 situations and asks audiences to resolve each star's dilemma. Pepsi's digital presence, since its inception, has had a consistent focus on interaction and innovation. This campaign continues much in the same tradition of heightened user engagement. With a promotional microsite www.youngistaan.com created by BC Web Wise, as its mainstay this campaign present users with videos of Dhoni, John, Ranbir and Deepika narrating their respective dilemmas ranging from totalling dad's car to being caught at home with a date.

Operating within the space of every 'Youngistaani' these situations are at once engaging and relatable. The microsite allows users to take on damage control by sharing their responses or 'ways' of resolving with these situations via text and video.

This activity is being approached as a nationwide contest in which entrants stand the chance to have their faces featured on Pepsi's My Cans based on how creative their solutions are. The campaign has active support on mobile whereby users can call in or text their responses to partake in the contest.

Adding to a user's experience of playful self-expression the microsite throws the floor open to the audience asking them to cook up their own tricky situations which they can share via text or video.

The campaign makes apposite use of social media with a special app featured on the microsite that allows users to customize My Cans by placing their photos on them. The creations in turn are then shared on Facebook ensuring that the campaign has significant salience on the network.

Apart from its deft integration of social media the microsite has also been promoted across the web space with innovative banners that use a special illustrative style to communicate the message.