Passion for football, in center of Next 11 platform launched by Pepsi in Romania

Cristina Blanaru Creativity

Pepsi made a campaign that included online and offline activities in order to encourage young people to show their passion for football. The Facebook app – Next 11 – Pepsi awards passion for football – was created in order to award passion shown by Romanians for football.

Hompage aplicatie Next 11

In just 3 weeks, the app saw 6,383 young people applying for a total of 1,384 teams. The luckiest of them had the chance to be visited on the field by Gica Hagi, that played football with each of them.

Football is a sport very loved by Romanians, practiced with passion no matter where or when, behind houses, on school sports fields or in parks. With Next 11, Pepsi offered young people with a passion for football a platform where they could reunite with friends in order to enjoy this sport, having also the chance to meet Hagi on the field (…)

Adriana Nestoriuc,

Associate Marketing Manager CSD & Juices Romania.

In May-June 2014, football fans were able to enter, together with their friends, in Next 11 app hosted by Pepsi Romania’s Facebook page. They needed to mention in the app where they will play (date, hour and place) so they could receive Pepsi’s visit with awards to fuel the passion for football: soda cans, football balls signed by Hagi, Next 11 sets of equipment and even a visit from Hagi himself.

Gheorghe Hagi autografe

Gheorghe Hagi cu fanii

Gheorghe Hagi pe teren

The teams that contributed to developing and promoting this project included

  • PepsiCo: Calin Clej – Senior Marketing Manager Beverages East Balkans & EER CSD Platforms Activation, Adriana Nestoriuc – Associate Marketing Manager CSD & Juices Romania, Alina Craciunoiu – Assistant Brand Manager Colas, Ana-Maria Năstase – PR Specialist.
  • Golin: Monica Botez – Partner, Irina Roncea – Director, Corporate Division, Teodora Ieșeanu – Media Associate, Raluca Duță – Community Manager.
  • Kaleidoscope-Proximity: Tudor Mardar – Art Director, Ionuţ Mustaţă – Copywriter, Alexandru Okros – Front end Developer, Mihai Cojan – Solutions Architect, Vlad Ciocan – Director of Interactive, Adriana Fari Palko – Group Community Manager, Adrian Hîncu – Account Director, Ioana Brebu – Account Manager, Oana Petrescu – Account Executive.