Mashable tells us how Pepto Bismol is using Cinco de Mayo as a centerpiece for their new digital marketing campaign.
For those suffering from hangovers due to the drinking-centric Holiday, Pepto Bismol is offering a pinata-smashing distraction.
Pepto’s YouTube page asks you to select a pinata style, a filling and a smasher and then it generates the variable video. You can then play the video and share it on Facebook or Twitter.
It should be noted that the variable data has a few bugs. I selected a blue pinata and it gave me the pink one. Also, I only had one option for a filling and one for a smasher. I suppose more options will be added as we get closer to May 5th.
One other side-note is that the only smasher I was able to select was a trumpet player. I am pretty sure that if I had a hangover, my head would probably explode like the pinata does when he plays the trumpet.
Mashable points out that this variable video project is the latest in a larger Pepto Bismol YouTube campaign that has been going on for some time and highlights Holidays that are known for over-eating and binging. Interesting concept.
There is also an offline tie-in, as this campaign will include a PR push and an plug on Jimmy Kimmel Live.
So what do you think about Pepto’s big digital video push. Effective?
