To promote Aquafina, Pepsi has solicited user-created films for a campaign based on New Year's resolutions as part of its "Drink more water" push, writes AdWeek. For one, Pepsi is sponsoring a $10,000 "Resolution Reality Contest" via AOL; there, consumers can upload videos that describe their resolutions. Also, Pepsi interactive shop Tribal DDB, Dallas and production company Subliminal, Los Angeles have rolled out a microsite, resolutionsonfilm.com, which will feature 10 short films created by professional filmmakers.
A three-week banner and email campaign solicited resolutions from consumers, with "thousands" apparently contributing.
The first three of the 10 planned film shorts are "Overcome my fear of heights and dogs," "Become U.S. Air Guitar Champion" and "Improve my anger-management skills." Today's is "Travel around the world on a scooter."
Through another email campaign Aquafina plans to raise awareness of the site, which has a forward-to-a-friend feature to encourage viral distribution.
