Pepsi firmly believed that a medium like music needed to be made available to all youth – not just the lucky ones in the tier 1 and 2 cities that music tours would typically visit.

We set out to bring live music to a wide audience, using technology to bridge the physical distance, allowing fans to view performances from afar, but in a personal, and engaging way. In short, Pepsi would become the champion for all youth across the entire country, bringing music to everyone and enabling them to have a truly “Live For Now” experience.

The key to bringing the excitement of a live concert to youth across China would be based on the hottest new platform of 2016: live streaming.

Our portal boasted a host of engaging features that were available at all times. Users could interact with one another before, during, and after the concerts, and make purchases of merchandise and Pepsi branded products.

We also allowed them to be part of the occasion by voting on the track listing that artists would perform, and winning the chance to meet the stars in person, as well as a range of other branded prizes when they interacted or made a merchandise purchase.

Using on pack promotions we directed consumers to our portal using a number of competitions and prize giveaways.

We leveraged Tencent’s digital ecosystem to drive traffic to our portal through targeted placements. To fuel the initial buzz, we tapped into a vibrant community of young music lovers and influencers on Tencent Live Music. We reached a huge audience of music fans via QQ Music Tencent News.

More than 413 million live streams across campaign period amplified the number of young people that could view the concerts live A THOUSAND FOLD, delivering immense reach for the brand – even in a market as large as China.

On an audience base of 229 million young people aged 16-25 in China, we delivered 2 Pepsi concert streams per person.

Across the Live Music community, fans engaged with each other more than 15.26 million times (27% higher than KPI), and engaged with the on-pack competition more than 12.25 million times.

The activation took China’s youth by storm, and increased Pepsi brand relevance.