pepsi max presents "Uncle Drew"
Find an engaging way to promote Pepsi Max, Pepsi's "zero-calorie cola in disguise"
Created a 5-minute video featuring a compelling character - Uncle Drew - Rookie of the Year Kyrie Irving, the youngest player in the NBA, disguised as an elderly, gray-haired old-school hoopster who surprises onlookers at a pick-up basketball game.
The program was described by critics as "entertaining," "engaging," and "on-brand," the video has logged nearly 14 million views and 50,000 likes on YouTube. In terms of engagement, 80% of viewers watched the video past the 4-minute mark. Pepsi later re-edited the video into 30-second TV spots aired during the NBA Finals.
Check out the full video here: http://www.youtube.com/watch?v=8DnKOc6FISU