Barcelona, Spain. A game is taking place in an anonymous urban pitch when the improbable happens. A drone flies over the players, delivers a led-flashy football and the magic begins. Pepsi is behind this marketing action; the producers surprised a bunch of friends transforming their playground into an interactive football arena. The teams started an unexpected game with crazy light show with holograms, special effects and a digital referee using penalty cards as well. The ideas is to combine consumer’s passion points such as music, sport and technology.
American leader soft drink brand has a history for launching campaigns related to football; over the years, Beckham, Lionel Messi and some other sport superstars have participated in remarkable stunts.
The video is part of a campaign called “Genius”; the first social-led “Drone Football” action offers an idea of the future: Using drones, advanced projection technology and over 30,000 programmable LED lights they created an experience unlike any other. The series of videos will be broadcast in digital and more conventional TV channels providing consumers with entertaining moments and clever adventures.
We believe that the most exciting experiences don’t just happen – they’re created. The ‘Genius’ campaign will show experiences that are elevated and made more exciting when something unexpected happens..
Kristin Patrick, senior vice president and chief marketing officer of PepsiCo global beverage brands.
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This post has been sponsored by Pepsi but concerns our own opinion.
