PEPSI:

In collaboration with Fuse, we identified three key opportunities (across multiple locations), to help connect fans to the brand, in a fun and engaging way.

First up: Pepsi Pulse Ball. We creatively fused football and music for a one-of-a-kind combination. Fans were invited to participate in a high-energy game where they had 90 seconds to kick a series of footballs at Pepsi targets that ‘pulsed’ in time with the music. Accuracy was rewarded with points, and the higher the score, the better the prizes.

We also created Recycle To Win, an engaging sustainability driven activation. Our gamified reverse vending machines allowed fans to return their reusable cup or can, and be rewarded in a fun and simple way. Fans loved watching in anticipation as the pinball dropped down through the gaps, deciding their reward.

Lastly, we revolutionised the traditional sampling experience with Pepsi Mixology. We know sampling is a powerful means of connection and driver of purchase behaviour, but rather than traditional ‘cans in hand’, we transformed our corner of the fan zone into a stylish, branded mixology bar. Pepsi was blended with a range of mixers to create mocktails such as Pepsi Colada, Agua Fresca and Something Spicy.

Through this multi-touchpoint strategy, PepsiCo. not only engaged with fans but also ingrained itself into the festivities, leaving a positive impact that resonated long after the final whistle.