# Interactive Augmented Reality Packaging Pepsi Launches a Soccer-Inspired International Campaign By Kalin Ned | Published 2020-06-23 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/augmented-reality-packaging1 References: [mobilemarketer](https://www.mobilemarketer.com/news/pepsi-links-gamified-ar-to-packaging-social-as-part-of-global-soccer-push/572640/) & [youtube](https://www.youtube.com/watch?v=YEueltg8ucc&feature=emb_title) 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](https://www.trendhunter.com/trends/refresh-the-game) launched an international campaign that borrows AR sensibilities and combines them in a gamified framework to engage consumers. The limited-edition [augmented reality packaging](https://www.trendhunter.com/trends/alpro-and-appetite-creative) includes QR codes that unlock digital versions of [famous soccer players](https://www.trendhunter.com/trends/thirsty-for-more-campaign) 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. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 51% | Activity: 90% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### Why This Trend Is Growing - **Augmented Reality Packaging:** Using augmented reality technology in product packaging to create interactive and immersive marketing experiences. - **Gamified Marketing:** Incorporating gaming elements into marketing campaigns to engage consumers and encourage participation. - **Social Media Integration:** Integrating social media platforms like Instagram Stories to enable sharing and enhance brand visibility. ### Industries Being Reshaped - **Food and Beverage:** Opportunity for food and beverage companies to leverage augmented reality packaging to enhance consumer engagement and brand loyalty. - **Advertising and Marketing:** Opportunity for advertising and marketing agencies to specialize in creating gamified campaigns that utilize augmented reality packaging. - **Social Media Platforms:** Opportunity for social media platforms to develop seamless integrations with augmented reality experiences, enhancing user engagement and driving platform usage. ## Related on Trend Hunter - [Superhero-Themed AR Sodas Cans](https://www.trendhunter.com/trends/cocacolas-marvel-universe-packaging.md) - [Interactive Juice Packaging](https://www.trendhunter.com/trends/gulf-union-foods.md) - [Soccer-Centric Soda Spots](https://www.trendhunter.com/trends/refresh-the-game.md) - [AR Yogurt Packaging](https://www.trendhunter.com/trends/interactive-yogurt-packaging.md) - [AR Sampling Advertisements](https://www.trendhunter.com/trends/sampling-billboard.md) - [Augmented Soda Labels](https://www.trendhunter.com/trends/soda-labels.md) - [Interactive Connected Packaging](https://www.trendhunter.com/trends/nteractive-connected-packaging-experience.md) - [Footballer-Backed Global Campaigns](https://www.trendhunter.com/trends/pepsi-1.md) - [AR Football Training Kits](https://www.trendhunter.com/trends/asahi-super-dry-1.md)