Augmented reality packaging has gained popularity in recent years as it introduces a highly interactive and immersive element when it comes to marketing. Recently, Pepsi launched an international campaign that borrows AR sensibilities and combines them in a gamified framework to engage consumers.
The limited-edition augmented reality packaging includes QR codes that unlock digital versions of famous soccer players Lionel Messi, Paul Pogba, Mo Salah, and Raheem Sterling who compete in a game of "keepie uppie." Participants are challenged to juggle a soccer ball in the air for the longest amount of time, while scores can be shared via Instagram Stories.
In addition, the campaign also extends with a 60-second titled 'Play Never Stops' where the athletes were challenged to balance soda cans on tricky surfaces. Consumers were encouraged to engage with the #PepsiCanBalance on social media.
Image Credit: PepsiCo.