Promotional Tools

The promotion that I have located is a promotional campaign from PepsiCo Vietnam for its new snack product Poca Twisties, which is also known as Twisties in other Asian market like Singapore, Malaysia or Thailand (this is an equivalent to PepsiCo’s Fritos/ Doritos for the Asian market). Beside using traditional promotion methods ad like print ads or broadcast ads (which will still be used after this specific campaign is over), the main content of this campaign is heavily emphasized on social media platforms, specifically YouTube and Facebook, which is also what I will focus on. This content is designed, proposed and operated by a local marketing agency instead of in-house department, which is a common practice for big organization.
Since the method being used in the campaign is rather new, uncommon and is intended to work specifically for Vietnam market, I will describe the campaign (along with background information) so that it is easier to understand what the campaign is and why the company choose to do this, as well as to answer the discussion question (also because it’s impossible to find and understand what the campaign is about if you don’t speak the language)
Background information:
Facebook is currently the most popular social network platform in Vietnam, with over 20 million users over the population of 90 million. YouTube, while not having any details data, also seen improving in term of users and user engagement. This is contributed by 2 factors: 1- Internet connection quality in the country (especially in large cities) as a whole is rapidly improving and 2- the amount of Vietnamese user generated content has also increased, under forms of music videos, short films, comedy sketches and vlogs. The most popular one is vlog, which started during late 2011 and has been growing very fast since then.
Unlike other types of entertainment like music or movies, or even other type of video contents on YouTube where it takes a long time for a new content to be