Bid ‘n’ Win (Cheebay) 

PepsiCo Global needed to drive sales of Cheetos amongst a ‘tween’ audience and increase brand affinity. 

I devised a promotional mechanic to give ‘tweens’ control of what they could win and how they won it via a ground-breaking online auction. 

Each pack contained a unique code which allocated the player a random number of credits to bid with. Every day a set of prizes was released and during a live auction, players could bid to win the prize they wanted. The more credits collected the higher the chance of winning the bid.

This digitally-led promotion ran in Russia, Spain and Israel, used codes in-pack, in-store POS, TV and social media to deliver a fully integrated campaign.