To achieve our goals, we decided to create “Rutinas de la Pasión (The Routines of Passion)”, the first digital and transmedia soap opera that would be transmitted live and simultaneously among different social media platforms linking YouTube, Facebook, Instagram, Twitter, Periscope, Snapchat and even Tinder.

We created a multi-platform, “multi-drama” and “multi-feeling” soap opera, that revealed itself during 8 chapters, and that for almost 1 month generated more content than we’d generate in one year.

A soap opera that converted DATA into a script: it was through the audience’s LIVE interaction on each episode that the story was built. To achieve that, we used hashtags and the live YouTube chat.

A soap opera that would break the traditional TV scheme: while the episodes were being shown online, actors were transmitting their points of view LIVE on their own personal accounts created by PEPSI. When our soap opera was off-air, they would also generate complimentary content and interact with fans, as if each one of them had their own on-line soap opera 24 hours per day.

• 6.6 million views

• 11.3 million reach (approximately 25% of Colombians)

• 102 million impressions

• 42 days and 732 content pieces produced. 190 videos

• For the very first time in Colombia, 4 platforms were simultaneously linked: YouTube, Facebook Live, Snapchat & Periscope

• Brand Power KPI (equity) grew from18 to 22, 4 points. Isolated contributions from this content are evidenced in the following increments:

“Set Communications Trend”, from 22 to 26

“Offers something different”, from 11 to 16