Pepsi & Burger King created an experiment: UNPREJUDICED. Through hypnosis sessions, we removed all the existing prejudices that fans of our competition had about Pepsi and Burger King so they could only choose by the flavor. The first touchpoint was an experience with a group of extreme fans and by disconnecting their conscious mind, they were able to say what they were truly thinking and feeling. When they regained consciousness, they couldn't believe they actually liked our products. The 4-minute video had a massive amount of positive comments, but many people thought the experiment was FAKE.

So, we decided to engage with everyone who criticized us, inviting them to a LIVE hypnosis activation at Burger King. Customers were able to experience the hypnosis experiment for themselves and try a Whopper and a Pepsi without prejudices.

First, we identified a group of Coke and McDonald’s super fans in Argentina and invited them to participate in a one-day experience. It all took place at the aula magna of the Buenos Aires University, where through a hypnosis session we removed their prejudices against Pepsi and Burger King so they can choose by the flavor. After we posted online videos showcasing the experiment, we received positive comments but many people thought it was fake. We contacted each of them and invited them to be hypnotized LIVE for another experiment at a Burger King, located at a pedestrian area of downtown Buenos Aires. The activation had a massive attendance by the public. Over 370 people were hypnotized live and people who couldn't go were able to follow the experience on Facebook live for almost 5 hours.

The social hypnosis experiment made a huge impact. The first week we had 14.1 million views on Social Media (with the 15s teaser, 60s and the long-form video posted by both Pepsi & Burger King on their social media channels). We had thousands of positive comments but because many thought the experiment was fake, we invited the ones who didn't believe us to do the live experiment at a Burger King. At the activation, more than 370 people came to be hypnotized. 89% gave positive comments about our products and 100% verified that it was true during the biggest Facebook live event of the year in Argentina. Both brands saw a significant increase in positive brand perception by consumers, with an 81% positive brand sentiment on social networks.