Pepsi, with its increasing emphasis towards the youth of India, had recently come up with a contest that gave the participants a chance to go to Rock In Rio, a festival held in Rio de Janeiro, Brazil with some of the most popular and prolific musicians from varied genres like Rock, Metal, Alt Rock, EDM etc.
To urge users to give us their own 'Rocking Moments' whether it be a Vine, a snapchat or even a picture, the communication of the campaign was simple; Young people who are in their own world, rocking out to ghostly music not heard on harsh computer screens were directed to the event site with a basic CTA to register for the event.
It was imperative that the composition and the message convey energy, youth and pure, unadulterated ROCKING! The winner is currently in Rio (Sep 23, 2015) and upon his return, his experience will be made into branded content for Pepsi.