Silver Lion in the PR category at the Cannes Lions Festival

Challenge

Amplify the campaign “Inmessionante” developed by BBDO Argentina for Pepsi.

Solution

Under the hashtag #UnAdjetivoParaMessi, BBDO and Pepsi launched a campaign inviting people to invent that new word.  A microsite collected them automatically as they were tweeted. Sabela, the then coach of the Argentine National Team, chose one, and through a unique and historic agreement, we managed to have it included in the Spanish language dictionary. We distributed information about the campaign along with copies of the dictionary to over 70 local and international media outlets.

Results

10,987 adjectives proposed by people in just one month Over 50 million impressions on Twitter. “Inmessionante” was trending topic on 4 occasions. We obtained over 70 publications and mentions including prime time TV news programs both locally and internationally, with earned media of over USD 10 million.