To know where we are going means that we have to know where we came from. This was the starting point for our Retro Day campaign. The strategy was to create a viral experience that would excite and be relatable to college communities. This would create a sentimental feeling and make them advocates in changing their routines during this one special day on campus. Mashup built a team between Pepsi Venezuela and Revista OJO (Ojo Magazine), who reached out to each of the student councils of the six most prestigious universities in Caracas (UCV, UNIMET, UCAB, UMA, USM, USB) to reach our goal for this campaign. The entirety of this campaign was designed by students who volunteered their own time made this event a success.
This campaign began with a teaser with an invitation to participate, which was sent out via social media, email, and text messaging. By doing this we were able to capture our main targetâ€™s attention and build up momentum until the day of the event. A few days before the celebration retro pictures, signs and posters popped up around each campus. The instructions for the students were clear: dress in retro clothing, bring your guitar if you had one, listen to The Beatles and connect with the past. The week before the event the members of each univerisityâ€™s student council spontaneously marched through their respected campuses sharing more information about the campaign and inviting their fellow students to join them. UCV organized a Tye Dye activity, while UNIMET planned a theme party where they gave out Pepsi t-shirts and awarded prizes to the best retro costume. UMA celebrated with a Pepsi Retro Concert where they gave an award to the most retro themed band and even Venezuelaâ€™s most important television network covered the event.