Media Integration #sayitwithpepsi #pepsimoji

The #sayitwithpepsi #pepsimoji campaign has integrated the media by having consistent messages throughout the different types of media to get the best out of the different media channels. The media is used to promote the Pepsi brand as well as to differentiate themselves from Coca Cola and its ‘share a coke and song campaign’. The campaigns both use various media outlets so it is important that Pepsi get the media usage right to gain a competitive advantage.  

“Beyond packaging, the brand is creating an entire PepsiMoji ecosystem, with an exciting, fully integrated “ ‘Say it with Pepsi’ marketing campaign commencing March 1 to support the Australian launch. This includes TV advertising, eye-catching billboards and posters on buses and trams around Australia” (Green, 2016). The article confirms that Pepsi has specifically used an integrated marketing campaign to best reach a mass amount of consumers. The use of the word ecosystem by Green is accurate because it is insightful opinion on how integrated the campaign is across the different marketing channels. There is cohesion that allows for an effective campaign. It also makes the task of implementation simpler on an international scale because the campaign is universal with just a few language and emoji alterations.

 The use of the media attempts to avoid being just another advertisement by providing a fun experience rather than just informing consumers about the product options. This meant that the implementation of a modern integrated marketing campaign was imperative to a successful campaign. It is becoming more important in the current consumer environment to have an effective integrated marketing campaign due to consumers being more diverse, especially in a mass market. Pepsi have done this by using the most appropriate media channels and integrating them into a cohesive campaign that aims to achieve the goals selected before the campaign. 

 (Pepsi, 2016)

Green, R. (2016). Pepsi invites Aussies to #SayItWithPepsi with launch of unique #pepsimoji designs in Australia. [online] campaignbrief.com. Available at: http://www.campaignbrief.com/2016/02/pepsi-invites-aussies-to-sayit.html#comments [Accessed 1 Jul. 2016].

Pepsi, (2016). Pepsi Billboard. [image] Available at: http://bjoli.blogspot.com.au/2016/02/markalarin-emoji-sevgisi.html [Accessed 1 Jul. 2016].