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Celebrity Branding for Social Networks

Indiana Beckham for Pepsi Youniverse

— March 20, 2008 — Marketing
David Beckham channels action hero Indiana Jones in the newest TV ad for Pepsi which promotes a new social networking website (pepsiyouniverse.com) created in conjunction with Youniverse, a software developer and social network. The social site will offer users exclusive footage and downloads and allow them to compare themselves with their favourite sports stars using the site's visualDNA technology. visualDNA is essentially a set of images that define the user's personality.

In the video ad, Beckham dons a fedora hat and a brown leather jacket, with his name and number 23 printed on the back. He teams up with five of the world's most popular football stars Thierry Henry, Lionel Messi, Ronaldinho, Cesc Fabregas and Frank Lampard. The dream team kicks the ball around a series of exotic locations, from China to the moon; ending up on a beach called Nowhere where Beckham serves them the refreshing soft drink.
Trend Themes
1. Visualdna Technology in Social Networking - There is a trend in using visualDNA technology to define users' personality in social networking, presenting disruptive innovation opportunities in user personalization and targeted marketing.
2. Celebrity Endorsement in Advertising - Celebrity endorsement is a trend in advertising, offering disruptive innovation opportunities in increasing brand awareness and trust among consumers.
3. Interactive Marketing Campaign - Interactive marketing campaigns are on the rise, presenting disruptive innovation opportunities in engaging consumers and creating brand loyalty.
Industry Implications
1. Social Networking Industry - VisualDNA technology can be adopted in social networking sites to enhance user personalization and targeted marketing, leading to disruptive innovation opportunities in the social networking industry.
2. Advertising Industry - The use of celebrity endorsement in advertising can lead to disruptive innovation opportunities in increasing brand awareness and trust among consumers in the advertising industry.
3. Marketing Industry - Interactive marketing campaigns offer disruptive innovation opportunities in engaging consumers and creating brand loyalty in the marketing industry.
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