In an Advertising Week presentation earlier this week, PepsiCo’s Bonin Bough mentioned “Mission Control,” a social media monitoring and engagement program for the company’s Gatorade brand. Ad Age took a tour of the Mission Control center and interviewed Carla Hassan, senior director of consumer engagement for a video currently available on the magazine’s website.
According to Ad Age, “The team has had more than 2,000 one-on-one conversations with consumers, while the brand’s likes on Facebook have skyrocketed to 1.2 million, reaching the 1 million milestone a full five months ahead of schedule.” Among the agency partners helping with Mission Control is Fleishman-Hillard.
Some of the insights gleaned are simple ones. For instance, Hassan says one of the first things the company learned was that customers were having a hard time finding the product. As a result, a product locator was created.