Challenge

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

Solution

Under the hashtag #UnAdjetivoParaMessi (An adjective for Messi), BBDO and Pepsi launched a campaign inviting people to invent that new word. A microsite was collecting them automatically as people tweeted. Sabela, the DT of the Argentine National Team at that time, chose one: InMessionante. Thanks to a unique and historical agreement, we managed to get the word included in the Spanish language dictionary. We distributed the campaign information along with copies of the dictionary to more than 70 local and international media outlets.

Results

10,987 adjectives were proposed by people in just one month. More than 50 million impressions on Twitter. "InMessionante" was TT 4 times. We obtained more than 70 repercussions and mentions including local and international prime-time TV news programs, with an earned media of + USD 10M.