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4 March 2014 / News

Follow, Tweet and #MeetBeyonce


See how we used Twitter to drive mass brand awareness for Pepsi Max, in our latest blog.

Have you ever queued in the rain, perhaps overnight, to be in with a chance of meeting one of your idols? The lucky winners of the #MeetBeyonce competition didn’t have to endure this – they simply had to follow @PepsiMaxUK and tweet using the hashtag to join a virtual queue to meet their idol when she toured in the UK. No rain, no overnighter. Just engagement, excitement and luck.

We came up with the #MeetBeyonce competition for Pepsi Max UK last year and it recently ran for a second time on Twitter. Using Pepsi Max’s brand ambassador, Beyoncé, and her arrival in the UK for her tour, the hashtag #MeetBeyonce was created to interest fans and increase brand awareness of Pepsi Max.

By tweeting the hashtag #MeetBeyonce, fans could click through to the Pepsi Max site and see where they were positioned in a virtual queue. At ten random times during the day, the person at the front of the queue won the chance to meet Beyoncé back-stage at the O2.

The first time round, Twitter cited it as the “slickest campaign ever run on the platform in the UK”. It smashed its targets, as well as Twitter’s industry benchmarks, achieving 153,000 mentions of #MeetBeyonce, 116,000 of @PepsiMaxUK and doubling its Twitter followers. Hard targets to beat for year 2!

We’re waiting on the full results of this year’s campaign, but so far we can tell you that ‘#MeetBeyonce’ was organically trending at No.2 just 14 minutes after going live.

The “slickest campaign ever run on the platform in the UK” - Twitter