Crash the Pepsi IPL launch at YouTube FanFest

Brands today are looking for ways to connect with their consumers - socially-led, content-driven initiatives to reach out to millennials. This is a generation of consumers, taking advantage of the explosion of content and activity on the web, moving faster than brands. And, brands have never been more accessible to consumers.

In an attempt to connect with their consumers better, Pepsi wanted to experiment with a user generated content (UGC) campaign and needed a platform to support their objective. Today’s youth relate to the YouTube creator community more than they relate to Bollywood celebrities. So to tap into the power of these creator communities, Pepsi launched ‘Crash the IPL’ campaign at the YouTube FanFest.

For the first time ever, Pepsi stripped off its official ads from the screens and asked its consumers to make their own Pepsi ads for IPL 2015 to be featured at Pan India level. Take a look at the video to understand how Pepsi leveraged FanFest and the creator community to run the campaign.