Every year, the Coca-Cola Caravan marks the holiday season, with a huge event. Condisering the budget, Pepsi couldn’t create any other event that would compete with that. But if you can’t win them, join them. Pepsi decided to show up in the event, offering a gift for those people stuck in the traffic caused by the trucks, in order to make up for the stress.

Many people hate being stuck in the traffic jam caused by the Coca-Cola Caravan. So we tracked the caravan’s route on Waze and when any car stopped in the traffic jam caused by the trucks, a message showed up, offering a gift with a complete set of blue xmas ornaments.

If we want to be seen during Coca-Cola’s event, talking to those who are not exactly glad about the gridlock was the perfect approach. Waze was the perfect platform for that, talking to people at the exact moment they were looking at the mobile’s screen (and cursing those Coca-Cola trucks ahead).

As soon the Caravan’s route was announced, we used Waze to pin its routes with Pepsi logos and the message offering the gifts. The activation only happened during the exact hours of Coca-Cola’s Caravan. We were targeting the drivers stuck in the event’s gridlock. Waze was the obvious platform for that.

168% increase in interactions on social media, organically.

More than 750k impacts per hour during our competitor’s event.