‘The slickest campaign ever to run on the UK platform”- Twitter.
My role
I was the lead designer on this project, from concept to design and delivery.
Highlights
- 10M+ comp entries in 24 hours
- Presented to Beyoncé
- Designed and built in 10 hours
- Replicated several times globally
- Beyoncé and management team loved it
The Challenge
Pepsi came to me with a super exciting, last minute problem. An opportunity to work with Beyoncé in collaboration with Pepsi Max arouse. The problem was Pepsi had 48 hours to pitch an idea to Beyoncé’s team to capitalise on this collaboration. Pepsi had no idea what they could do in that time or even if it were possible to create a campaign.
At Jaywing, I was Pepsi Max’s lead creative designer in Europe and they asked me what could be done with no time, no assets and have incredible results.
The solution
The idea was bubbling in my mind for a while. It was innovative, creative and the first of its kind. I was going to introduce gamification tweeting to win VIP tickets to Beyoncé’s UK tour.
The idea: members of the public would tweet #meetbeyoncé. The tweet would display on the competition microsite in a queue of lanyards on rotation, showing the tweeters face, name and twitter handle. The more tweets that happened, the faster the rotation. The carousel would stop at random times and the person at the front of the queue, won VIP tickets.
Working side-by-side with my developer – we designed and built the twitter competition mechanic in 10 hours! That’s the fastest turn around to any pitch to production. I presented the demo to Pepsi, Beyoncé and her team, and got approval to run the competition.
