Slice, the mango flavoured drink from the PepsiCo stable, launched its campaign, 'Katrina Ka Number, Crown ke Under' to mark the start of summer. After television, out of home and print, the brand has extended the campaign to the digital medium. The digital campaign is executed by Mindshare.
Another innovation involves a banner ad synchronised with a mobile backend. Here, Katrina asks the user to input his/her mobile number and gives him/her a call in real time. As soon as the user picks up the call, Katrina starts speaking to the user from the banner! The brand has already received more than 61,000 calls from this banner engagement. The third innovation is a rollover banner on major websites.
Slice has also actively used social media to create buzz around the campaign. The drink's Facebook page, which has over 1,00,000 fans, was used to create hype around the campaign before it was launched on any other media platform.
Yashraj Vakil, chief operating officer, Red Digital (the agency which handles Slice's social media duties), says, "Social media was used as the starting point for this campaign. Slice's Facebook page is being used as tool to increase consumption as we have a contest running that allows users to chat with the brand ambassador, Katrina. Facebook allows us to identify the potential target audience, too."
Red Digital has also launched an app called Date Quotient, which measures whether the user has the quotient to go on a date with Katrina.