What is your message to the man who is about to refresh our nation? That’s the question we asked America. The idea was simple: We’re creating an open letter to Obama for his inauguration and we want everyone to participate. This banner allowed people with webcams to record their message right from the banner, a first. Videos were featured on a YouTube channel and refresheverything.com. The banner helped us gather over 700 video submissions.

We wanted a concept that would help people, primarily the tech-based millennial generation, get closer to something timely that they felt passionate about – like the excitment around Barak Obama’s inauguration.

We created an open letter to Obama for his inauguration, inviting everyone to participate. Combining a Website with efforts on YouTube, Facebook, Tumblr, a mobile site, online advertising, wild postings and more; the technology was relevant to current culture, focused where our target interacts on a daily basis. And it was cutting-edge; we created a banner that let people with webcams record a video statement right from the banner.

It was an overwhelming success. In just 23 days over 7M users engaged with the campaign. Through YouTube and the online banners over 700 video statements were submitted, with over 100,000 text submissions on inauguration day alone!

Celebrities such as performer will.i.am, actress Eva Longoria, and racecar driver Jeff Gordon enhanced awareness. There were over 4M video views and the YouTube channel had over 130,000 unique visitors, while the Facebook page attracted 175,000 “fans”.And people noticed. More than 400 wall-posts to the Facebook page, over 5,500 video comments, and over 700 blogs international in reach, were talking about Pepsi.