X Marks the Spot for Pepsi MAX

When you first saw the recent Kick In the Mix Pepsi ad featuring the likes of international footballing heroes Lionel Messi, Sergio Aguero and Fernando Torres lusting over a vending machine, we know what you were thinking… what the hell is Jack Wilshere doing with them? But never mind that, as now, the beverage brand has teamed up with Microsoft to place fans in the boots of the crowd surfing superstars via its Xbox LIVE social entertainment service and a branded mini-game.

Modelled on the action seen in the commercial, the UK project is part of a global digital push to amplify the MAX It! football meets music campaign and will give Pepsi MAX fans an immersive experience in the digital space. The initial TVC sees the world of music and football collide and is laced by an official campaign soundtrack from acclaimed DJ and producer Calvin Harris featuring Ne-Yo.

“The New Xbox LIVE mini-game has enabled Pepsi MAX to leverage its high-impact TV advertising collateral in a highly interactive gaming environment. Users will want to keep coming back to the game as they strive to reach top of the leader board, sharing their rewards with friends and playing with a host of athletes to eventually unlock their Pepsi MAX theme,” explains Michael Dwan, senior director of global creative solutions, Microsoft EMEA. “Rewards earned during gameplay, such as the Pepsi Avatar t-shirts, will also help Pepsi MAX to amplify its brand throughout the Xbox platform and reaching a wider audience.”

The engaging online gaming experience, the first-ever multinational custom Xbox LIVE mini-game, comprises of three challenging levels in which users and their avatars get the chance to take on Pepsi MAX’s world-class footballers in a game of skill whilst running across the crowd, recreating the iconic scenes from the ad. Completion of each level will reward them with digital prizes.

Tiffany Welsh, Pepsi MAX UK digital manager also comments: “We're delighted to announce that we have teamed up with Xbox LIVE. Pepsi MAX consumers are always at the forefront of digital trends so we’re always keen to provide our fans with an engaging and innovative experience. This unique game allows players to interact with our innovative football campaign in a revolutionary way.”

Video banners will be appearing on the Xbox LIVE dashboard to promote the game where they will be directed to the Pepsi BDE (Xbox LIVE Branded Destination Experience) where they are shown the TV advert and given the opportunity to play.

In addition to the collaboration, Pepsi MAX has created an innovative interactive Facebook app enabling users to star alongside the Pepsi MAX footballers and Harris. Pepsi MAX has also partnered with the world’s leading music brands Beatport and Ministry of Sound (MOS) to enhance fan engagement and create exclusive brand experiences so keep an eye out in the coming weeks and months up to August.