• by OMMA Magazine Writers , September 3, 2010

Firstborn
Pepsi, "Heads or Tails"
ENTERTAINMENT GAMES/GAMING

Under-the-cap promos are nothing new, but Firstborn went live-action to win attention for SoBe's Heads or Tails campaign. To win a prize - from flip-flops to a new MacBook Pro - users would use an easy interface to remove their virtual SoBe cap, then select from one of the five characters (whose winning percentage floated above) to enthusiastically flip their e-cap for them (tails wins - get it? it's based on the SoBe lizard). The site won over 1.3 million visits, close to 900K unique visitors and users stayed for an average of 4:27 seconds.