Pepsi links gamified AR to packaging, social as part of global soccer push
Pepsi launched an international marketing campaign that brings together four soccer superstars, according to details shared with Mobile Marketer.
Lionel Messi, Paul Pogba, Mo Salah and Raheem Sterling converge in a 60-second spot, "Play Never Stops," at the center of the effort running in more than 80 countries. The athletes also participated behind-the-scenes in a #PepsiCanBalance challenge where they attempt to balance cans of the soda on tricky surfaces. They are encouraging influencers and followers to show off their own challenges on social media.
Limited-edition packaging featuring the players will appear on Pepsi and Pepsi Black/MAX cans. The cans include QR codes that unlock augmented reality (AR) versions of Messi, Pogba, Salah and Sterling, who can compete in a game of keepie uppie, where participants try to juggle a soccer ball in the air for the longest amount of time. The activation lets users share their scores via Instagram Stories.
Full story at Mobile Marketer.
