Lays fan match and Pepsi Max #GameReady
My role
As the lead designer I was responsible for the design direction and creation of the App and websites across 13 markets.
PepsiCo’s brands Lay’s, Gatorade and Pepsi MAX joined forces with the UEFA Champions League 2017/18/19 sponsorship deal.
The new partnership with the prestigious tournament opened the doors to a billion football fans, creating great opportunities for friends and families to come together and enjoy themselves.
Highlights
- 600k downloads in 12 months
- 15 million competition entries
- Designed for 13 European markets
- 4 extra commissioned projects
The Challenge
How do we give away tickets and prizes in multiple markets maximising brand awareness and engagement?
PepsiCo needed multiple websites to engage consumers across Europe through their 3 primary brands (Pepsi Max, Lay’s, Gatorade). This would be supported by a Augmented Reality mobile application pushed by on-pack promotions.
The Campaign Solution
A Mobile first responsive website covering 13 markets and 14 languages
As the lead designer I created the online presence of each brand while keeping the familiarity of the UEFA partnership. To keep cost low, a gateway (game-ready.com) would direct users to templated sub-sites where each market could manage their own competition through a custom CMS.
Using Twitter, Instagram, and Facebook as entry mechanics the uptake grew the campaigns massively. Talent such as Lionel Messi over social and snapchat filters helped drive consumers to the websites and convert to sales.
Pepsi Max APP
I designed the first Pepsi Max app in the UK. Using Kudan computer vision as the AR engine baked into the application, users could scan the Pepsi globe and Emojis to enter the on pack competitions. A 3D world would appear on the can revealing the win/lose mechanic. The app was gesture controlled by naturally swiping up, down, left, right to navigate.
The App was full of cool Pepsi related content and had over 600k downloads in the first year! Never for a FMCG brand had this ever been achieved.
You could enter 4 times every 24 hours and only had to input your details when you had won. This avoided a login/sign up form at the start thus creating a better user experience resulting in more entries.
The Result
Game-Ready.com
After the huge success of the websites with the support from the social media campaigns, PepsiCo are now integrating Doritos, Lipton and 7UP into the sponsorship programme. The Pepsi Max App for iOS and Android had over 600K downloads and 15M entries – it has now been taken in-house for further developments