PepsiCo International and Microsoft Advertising announced the launch of an integrated digital advertising campaign to celebrate this year’s summer of football. Running in 14 markets worldwide, including Europe, the Middle East and South America, the campaign will drive brand engagement for PepsiCo International and brand entertainment experience online through the MSN portal.
Kicking off on 15 April 2010 and running through to the end of the summer, the campaign, which targets the international football loving audience, will feature PepsiCo International’s exclusive content from eight international footballers including star players; Lionel Messi, Didier Drogba, Thierry Henry, Ricardo Kaka, Frank Lampard, Fernando Torres, Andrei Arshavin, and Michael Ballack along with six-time Grammy nominee, Akon’s charity single “Oh Africa” — all of which will be hosted on a dedicated PepsiCo International ‘Football Hero’ website.
Microsoft Advertising’s Creative Solutions team has created ‘Football Hero’ — a unique digital experience which allows users to embark on the journey of a ‘zero to hero’ footballer via a series of five interactive games. The games will be integrated both into the overall branded web experience as well as into branded games on Windows Live Messenger, where people will be able to play the games with their friends. In addition, players can create their own personalised Avatar which will represent them as they participate in each of the games. Players will be able to unlock personalized reward videos from a set of gorgeous football babes and hunks and then share them with their friends via instant messenger and email, as well as posting them on their social networks.
The integrated campaign, developed in conjunction with OMD International London, will run across the entire Microsoft Advertising portfolio including Xbox.com, Xbox LIVE, Hotmail and MSN channels, such as Entertainment and Sport, with two of the games also running on Messenger. In addition, it will support integration with dedicated online video channels and social networking sites, via status updates and game scores, as well as being supported locally through offline promotional activity including on pack and in store retail promotions.