Commentary
Tribal DDB - Pepsi-Cola North America, "Pepsi Stuff Insider"
- by August 27, 2008
Pepsi-Cola North America, "Pepsi Stuff Insider"
http://www.awardshowentries.com/insider/
Finalist E-mail Campaign
Tribal DDB: Matt Smith, associate creative director; Nathan Weston, art director; Adam Schaffer, copywriter; Billi Ryan, account supervisor; Lauren Duncan, assistant account executive; Stephanie Hoock, assistant account executive; Sam Kite, web developer. Pepsi: Lawrence DiCapua, senior marketing manager; Colleen Adamec, associate marketing manager.
When pepsi launched its pepsi stuff point-based continuity
program, it wanted a way to keep participants informed and engaged. Each e-mail had to provide relevant information and rewards that consumers couldn't find anywhere else. Tribal ddb created a
dynamic template that allowed each e-mail to be visually unique. The background colors are never the same, and even the placement of the content is flexible. Animation draws the eye to call-outs
like mp3 downloads, quizzes and sweepstakes. With an average click-rate of more than 50 percent, Pepsi Stuff Insider is one of the largest sources of traffic to the site, and by far the most
cost-effective. It consistently scores a 15 percent forwarding rate or higher.
