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Pepsi MAX: Clubhouse in the Corn
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When TBWAChiatDay wanted to push the envelope for the new Pepsi MAX campaign, they turned to QuietMan and CD/Lead Flame Artist Johnnie Semerad to help make the ambitious concept a reality. "The Pepsi Max campaign is basically a riff on 'Field of Dreams,'" notes Johnnie. "Instead of having a baseball field in the middle of a cornfield, they have a clubhouse, and it features many major league baseball players past and present - both legends and current stars."
The big twist on this slice of old-fashioned Americana is that the campaign features a notable first for the advertising world; consumers can download the iPhone check-in app IntoNow and hit it while the commercial plays on TV. Audio-fingerprinting technology then recognizes the ad and a coupon gets downloaded to the consumer's phone for a free 20-ounce bottle of Pepsi Max. The spots, titled Clubhouse In The Corn and Rally, are already on YouTube, and will air during Major League Baseball games and through the end of the year.
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