Fueling Engagement for Pepsi

Positioning Outcast is the only intelligent touch point interacting with drivers in the top 25 DMAs, accurately casting their path and direction post-refueling, connecting brands to their targets at the right time, before important purchase decisions are made.

Refueling is functional and emotional event moving drivers forward, as they navigate to new destinations.

Insight

Idle Accelerating

Sim

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Inte

llige

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Advantage

Refueling

Convergent pathways of content, entertainment and brand.

Strategy

Technology

Idea Objectives •  Driving awareness, sales, preference, loyalty •  Evolve Pepsi’s brand targets •  Create new iconic meaning for Pepsi brands •  Activate greater depth of engagement and participation •  Invoke new rituals and social influencers •  Develop new scalable concepts and platforms

Success

Brisk Idea 1: Brisk Rally Challenge

Drivers are given a timed-mission at Outcast pumps: complete a sequence of simple, but creative objectives, extending from pump-to-store-to-beverage cooler. Complete the challenge in the time limit and win instant redeemable products from Brisk.

Brisk Idea 2: Brisk Maneuvers

A smarter-than-you-think Outcast pump application that streams “in the know” traffic intelligence, arming Brisk drinkers with vital information, getting them out of jams before they get into them. Updates on construction, accidents, alternate routes, and road conditions. A traffic app that chooses the road less traveled.

Brisk Idea 3: Claytivity

A simple touch-screen based activity, creating original clay art for Outcast pumps. Think Subservient Chicken for claymation.

Brisk Idea 4: Brisky Moves

Bring “Punk’d” to the C-store. Brisky Moves are personal expressions of drinker’s creative edges – the emotional values they share with Brisk.

Encourage drivers who have wingman’s in tow, to prank their friends, capturing the footage with phone. Upload and feature on Outcast pumps as original programming from Brisk.

Extends “Get Spotted” promotion.

Brisk Idea 5: “The Brisk”

Create :90 short film series developed by, and featuring, Brisk drinkers, who capture the essence of the brand on film, through innovative storytelling. Feature on Outcast pumps.

Think a micro version of HBO’s “Green Light.”

Brisk Idea 6: Brisk Celebrity Driving Mistake of the Day

Quick video feeds of celebrities making obvious driving infractions. A guide of what not to do. Featured only on Outcast pumps and in partnership with paparazzi or gossip magazine.

Brisk Idea 7: Fantasy Claymation Bowl I

A claymation football league parodying the NFL and fantasy football. Broadcast on Outcast pumps during Super Bowl LVX.

Brisk Idea 8: Briskims

Quotes of the day from Brisk drinkers, uploaded and displayed on Outcast pumps. Think Twitter for the gas pump.

Brisk Idea 9: Brisk Friday Night Fights

Life-size claymation figures fight it out, live, on-site at C and G-stores. Outcast to rebroadcast event at pumps.

Mt. Dew Idea 1: Green Light

A digital weather application located at key Outcast pumps, with close proximity to mountains or beach, delivering accurate weather, snow and surf information and forecasts. Helping Dew drinkers climb to the top of their mountain, by giving them a “head’s up” on the weather and conditions they will face today.

Mt. Dew Idea 2: Dew Mad Dash

Teams compete in a virtual relay race, completing tasks dispensed at C and G-stores with Outcast. Teams race against a virtual clock and other teams to win Dew products and access to the Dew Tour.

Think “Amazing Race.”

Mt. Dew Idea 3: Dew It Now!

“Don’t put off what you can do today” list. Randomize user-generated lists of “things to do.” Sooner or later when at Outcast pumps, they will be reminded of what they still haven’t done.

Mt. Dew Idea 4: Dew Crawl

Help Dew drinkers hit the right high peaks during long road trips, by steering them towards the fun. Outcast feature quick tips, views and opinions of Dew Tour athletes talking about their home markets, and what to do while there (a markets they travel too).

Mt. Dew Idea 5: Dew Something!

A list of “never-though-of-that-before” ideas and things to do while standing at the pump. Submitted by Dew drinkers featured only on Outcast.

Mt. Dew Idea 6: Dew the Unthinkable

Recruit Dew drinkers to submit a 140-word testimonial video for something they have been dying to do, but for some reason haven’t. Dew will help the do it.

Dew will select 10 winners. Winners notified at pump on Outcast. Instant redemption program.

SoBe Idea 1: SoBeautiful Virtual Art Gallery

The sights, sounds, and motions of SoBe, inspired its flavors, colors, packaging and graphics.

SoBe Idea 2: The Ride of Your Life

A nationwide promotion where SoBe drinkers film their unconventional road trips and commutes by car. User-generated content is displayed at Outcast pumps. Participants win SoBe lifestyle accessories and beverages.

SoBe Idea 3: SoBe Me

SoBe drinkers capture themselves on film defining and displaying their original style and personality. A photo documentary of SoBe drinkers in their element featured on Outcast.

SoBe Idea 4: SoBe It

Magic 8 Ball the SoBe way, only on Outcast. Get creative answers to creative questions you’re afraid to ask.

SoBe Idea 5: Range Finder

Simple, touch-screen advice from Outcast pumps dispenses reliable and easy information. SoBe drivers can find the most relevant points of interest, can’t miss landmarks, local trivia, and insider tips for alternative route planning while commuting.

SoBe Idea 6: Left or Right?

A fun trivia game at Outcast pumps, where drivers touch the screen to select if a car’s fuel tank is on the left or right. Get all correct and receive SoBo product as POS.

SoBe Idea 7: SoBe Skinsuit Emagazine

2011 SoBe skinsuit models featured with editorial content, only on Outcast.

Portfolio Idea 1: Pepsi Game Day

Saturday and Sunday MLB, NBA, NFL and NHL game coverage on Outcast pumps. Scores, highlights, stats, commentary, graphics.

Partner with Sports Illustrated, ESPN, Yahoo! Sports.

Event capable: Outcast Jumbo-tron, stadium seating, tailgating.

Portfolio Idea 2: Pepsi Miles

A mileage (reward/loyalty) program for frequent drivers.

Think Delta Sky Miles with Citibank.

Use Outcast media terminals to inform and engage participants.

Portfolio Idea 3: Virtual Under the Cap Match

From pump-to-store promotion. Outcast pumps feature digital and printed “Under the Cap” codes. Players purchase a Pepsi product a match. Instant validation and redemption.

Portfolio Idea 4: Carpool

Outcast pumps bring riders going the same way together. An online posting service that uploads to Outcast pumps, displaying and matching riders to carpool to work or shopping.

Portfolio Idea 5: The PCN – The Pepsi Culture Network

A virtual entertainment network consisting of music, film, internet, etc to broadcast only on Outcast, where different Pepsi brands represent distinct channels.

Partner with XM or Sirrus for nationwide coverage.

Portfolio Idea 6: Handy Games

Create a series of pump-sensitive games and activities based on the pressure applied to the gas pump handle. Think Wii meets the gas pump.

-  Carnival games, Dave & Buster… -  Horse racing -  Steering a car thru an obstacle course -  Stress relief -  Build claymation characters and objects (Brisk) -  Design artwork (SoBe) -  Climb the mountain and balance on top (Dew) -  Play sports: shoot baskets, kick soccer ball, hit baseball, etc

Portfolio Idea 7: Pepcity

Virtual local communities listings brought to you by Pepsi.

Think Yelp meets Google local.

Portfolio Idea 8: Pop-Up Test Drives

Test drive new car launches and Pepsi products on-site at C and G-stores. Promote on Outcast.

Partner with local car dealers.

Portfolio Idea 9: Gas Station Games

Every Outcast pump at a location is a game controller. Drivers play a game against each other – cards, scrabble, checkers, tick-tack-toe, etc.

Think X-Box, only bigger.

Portfolio Idea 10: Winning Keys

Enter to win a chance to win a new car. Outcast pumps become the portal to enter and win a new car. Contestants text a “Under the Cap” code from the wireless device at-retail to attempt to start car.