“The flexibility provided by buying digital out of home programmatically enabled us to look at retargeting in a whole new way.”
This case study describes how Pepsi MAX created a marketing campaign that would truly set them apart from their main rival.
Using their innovation budget and working with international marketing agency Omnicom, Pepsi devised a plan to retarget taste testers using digital out of home.
However, rather than booking every mall screen at all times, Pepsi used Platform 161, for a hyper-targeted programmatic digital out of home approach. When people participated in the taste challenge, a unique ID was logged – the digital out of home campaign was then triggered instantly when one of these taste testers walked into the mall.
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