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.