Pepsi helps teens fulfil music dream

Hong Kong - OMD has developed an online campaign for Pepsi aimed at soliciting user generated content to support Pepsi's "Choreography music campaign" which looks to connecting teenagers between 15 to 24 years.

The traditional Chinese language site produced jointly with local production house MyBee on MSN Live Spaces encourages youths to develop blogs to express their music dreams. The blogger with the highest vote at the end of the contest would get the chance to have his music dream fulfilled by Pepsi.

Viewers can also go online to vote for their favourite blogs and have the chance to win prizes such as MP3 players and Bluetooth earphones in a weekly draw.

The online campaign promoted in MSN, 881903.com and my903.com, kicked off yesterday and will run for four weeks with print editorial and advertising in Milk magazine.

The Pepsi campaign began last week with a 30 second TVC featuring three celebrities from Greater China, Edison Chan, Jolin Choy and Nicholas Tse - developed by BBDO China.

The celebrities including Louis Koo are also featured in the online campaign.