PepsiCo is taking advantage of the 2010 Census with a new initiative called Yo Sumo, which is Spanish for I Count. The campaign aims to encourage the Hispanic community to go beyond just being counted numerically and to share their experiences that have shaped the American landscape.
Actress Eva Longoria Parker is making a documentary based on the user-generated content (UGC) stories posted on the campaign website set up by Pepsi.
“We felt the Hispanic consumer needs to go beyond simply being counted, and count,” said Martha Bermudez, Pepsi’s senior marketing manager, multicultural marketing. “Pepsi partnered with Eva Longoria Parker, who will direct and produce [the documentary]. We want to bring the stories to life in a creative and compelling film.”
Many fans have already started posting their stories on the Yo Sumo site in a mix of Spanish, English and Spanglish with the Facebook page already drawing over 4000 people.
Pepsi is encouraging fans to submit a story about their accomplishments, experiences, dreams and ambitions. Be sure to include where you come from and what you want to do, including what you are doing to reach your goals.
The casting call began on February 22 and runs until April 30, 2010. A group of qualified judges as determined by the sponsors will judge each submission based on relevant content and compelling story.
The top 50 submissions will make their way into the final casting and featured in the Pepsi Yo Sumo documentary.
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