This campaign (AMP Up: Before You Score" branded app) is getting very mixed reviews, especially from girls and parents. Is Pepsi patting themselves on the back and declaring "mission accomplished." When promotional campaigns succeeds in offending some segment of the population and at the same time nabs priceless PR buzz that helps you find your more sympathetic target audience, how do you score it?

Interesting partnerships for a liquor brand so they can acquire customers online and also generate relevant content and events. This program is also about connecting members based on liked interests and events.

Creating tweets within an ad that go out to other ads. Bound to happen sometime.

VitaminWater is doing free mp3 downloads to launch a new beverage flavor called sync. Free MP3 downloads (IMO) have been done before. My question is whether or not this is a driver and will this sell water? Vitaminwater is paying for the downloads and supporting the campaign with magazine, radio and in-store advertising featuring stars Carrie Underwood, Alicia Keys and 50 Cent. The tagline for Sync: "Download of vitamins and antioxidants." The campaign, which kicked off this month, extends until July 31. I'm surprised they are not doing any social media to support this campaign.

This campaign was leveraging the brand's "Play Starts Now" positioning. It's an offline experience, but definitely engaging. This was done in Canada.