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R/GA, project design and development
Pepsi, client

"What would you say to the man who is about to refresh our nation? That's the question Pepsi asked America in a major integrated digital campaign that coincided with President Obama's inauguration. The idea was simple: Create an open letter to Obama and invite everyone to participate through video and text submissions. The campaign centered on the Web site, RefreshEverything.com, and was promoted through multiple channels, including mobile, YouTube, Facebook, Tumblr, online advertising and wild postings. For the first time ever, Eyeblaster technology enabled participants to record and submit videos directly from rich media banners using their webcams. The response was overwhelming. In just 23 days, Refresheverything.com received 700,000 visits. Videos submitted through YouTube were 350 percent higher than the benchmark for prior campaigns. Visits to the Facebook site reached an astonishing 6 million visitors. And the campaign generated serious buzz among traditional media, blogs and Twitter."

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