PepsiCo and Microsoft Advertising have launched a global integrated ad campaign featuring international football stars ahead of this summer’s FIFA World Cup.
The campaign, developed by media agency OMD and featuring footballers Lionel Messi and Frank Lampard, centres around an interactive game called Football Hero in which users earn points to redeem for personalised video content, which can then be distributed via email and social media sites.
The Football Hero campagin will run across Xbox.com and Xbox Live pages, as well as the entertainment and sports pages on the MSN portal. In addition, there will be a dedicated Football Hero site.
Claudia Lagunas, digital and new media director at PepsiCo International, said, “Our target consumers are always looking for exciting and more engaging ways of spending time online. We believe the launch of the Football Hero site will be a popular source of entertainment over the coming months as hundreds of millions of people turn their attention to football.”
The campaign will run in 14 countries supported locally through offline promotional activity including in-store retail promotions.