Pepsi uncorks blind taste test in Netherlands
By M4G Bureau - November 16, 2018
The brand encouraged people to take a blind taste test comparing Coke and Pepsi and then retargeted them through programmatic DOOH advertising
Pepsi ran a unique campaign in the Netherlands that encouraged people to take a blind taste test comparing Coke and Pepsi and then retargeted them through programmatic DOOH advertising, states a Digital Signage Connection report.
Working with agency Omnicom, Pepsi ran the retargeting effort on Exterion Media screens at shopping malls in Amsterdam, Utrecht, the Hague and Rotterdam. The locations were chosen because the malls contained a supermarket where shoppers could easily stop by after seeing an ad.
Pepsi partnered with Broadsign DSP firm Platform 161 for the contextual programmatic DOOH component of the campaign. The soft drink maker leveraged Resono mobile beacon technology to create a unique ID for users logged in from several apps, which would trigger the DOOH displays when a taste tester walked into a mall. Once the ad was triggered, the entire mall network displayed a Pepsi Max ad, and since the campaign was programmatic, Pepsi only paid for the placement when the ad played.