We’ve all seen billboards and bus shelter ads so many times that they practically fade into the background. But every now and then, a brand does something so unexpected that it grabs your attention and doesn’t let go. That’s exactly what Pepsi did recently, and the strategy it used is something every small business owner can learn from.
Picture this: You’re walking down a busy street, and you notice a digital screen at a bus stop. It’s showing a live feed of the street from your point of view—pretty cool, right? But then, out of nowhere, a massive tentacle bursts through a manhole cover and snatches someone off the street. People nearby rush over to the back of the bus shelter to figure out what they just witnessed. And what do they find? A Pepsi Max ad.
This wasn’t just an ad. It was an experience.
Pepsi tapped into something bigger than just showcasing a product. They played with reality, created surprise, and—most importantly—sparked curiosity. This kind of campaign is known as experiential advertising. According to AdWeek, campaigns that engage people in a fun or emotional way can increase brand recall by over 90%.
So, how can you use this idea even if you don’t have Pepsi’s budget?
Think About the Experience
Your goal doesn’t have to be to scare people or stage something elaborate. Instead, think about how you can interrupt someone’s routine in a fun, harmless, and surprising way. For example:
Can your storefront feature something visually unexpected?
Can your social media content include “hidden surprises” or Easter eggs that encourage engagement?
Could you partner with a local artist to create an eye-catching mural that makes people stop and take photos?
Make It Shareable
Pepsi’s tentacle stunt wasn’t just for the people on the street—it was designed to be filmed and shared. And it was. The video racked up millions of views online, exponentially increasing the reach of the campaign. If you’re creating something fun or out-of-the-box, make sure it’s easy to record and share.
Tap Into Emotions
This campaign worked because it hit emotional notes: surprise, curiosity, even a little bit of fear (but in a safe and humorous way). Emotional reactions are sticky—they help people remember your brand. Whether it’s humor, nostalgia, or joy, connecting emotionally is the key to being memorable.
Use Tech Creatively
You don’t need a high-end LCD screen. Even using augmented reality filters on platforms like Instagram or Facebook can create a similar “wow” moment for your audience.
In a world where people are bombarded with messages and ads 24/7, standing out is tough. But as Pepsi showed us, when you combine technology with creativity and a dash of the unexpected, you can stop people in their tracks.
So, here’s the big question: What unexpected, creative twist could you add to your marketing to make your audience stop, stare, and share?
