Challenge
On October 1st 2009, the People's Republic turned 60. This also marked the 4th year of the Pepsi Creative Challenge in China. Pepsi wanted to get involved in this special anniversary and connect with its young target audience. 

Idea
Working with Tribal DDB Shanghai they created an innovative digital platform utilizing a twitter based concept in the 40 days & nights leading up to the big bash on October 1st to allow youths to express their pride and glory.

The campaign capitalized on the fact that young Chinese are big fans of social networking online, more so than youths almost anywhere else. A partnership with China's QQ enabled visitors to update their status with their very own 60th birthday wish for China. By doing this on QQ, Taotao and QQ IM, their birthday wishes were automatically pushed & displayed to the Pepsi China website. The challenge was to be creative in just 60 characters, one for each of China's years. Visitors to the site voted for their favourite & the top 10 will be given a chance to star in Pepsi's new China commercial in 2010.

Results
Participation snowballed to over 33 million submissions in 40 days and became one of the largest user-generated content campaigns in China. "Participation levels were staggering because it's unique and the first time that a twitter based concept has been implemented in such a campaign in China. It's exciting how quickly people responded." said Jit Hoong Ng, Managing Director, Tribal DDB Shanghai.
Chris Tung, Vice President, Marketing, PepsiCo China: "the success of Pepsi Creative Challenge 4 again proves the power of stimulating youth with a great cause. Youth in China are fully empowered to express their creativity digitally."