🎉 2022 Shortlist

                                      Pepsi x Made For Football Watching

                                      Entrant: The Strategic Agency

                                      • Best Use of AR or VR


                                      ABOUT THIS ENTRY

                                      As the 2021 NFL Football season approached, Pepsi wanted to go above and beyond to help football fans reignite their passion for game day rituals, because Pepsi knows that football fans don’t just watch football. They live it.

                                      It’s what turns three hours on game day into something worth talking about all week long. It’s more than just Football watching.

                                      To support Pepsi's Made For Football Watching Campaign, we developed a recipe-centric Augmented Reality experience.

                                      Features included:

                                      Updated weekly recipes (for 10 weeks)

                                      8 NFL teams & 8 NFL stars

                                      Teaching fans how to make delicious game day recipes with their favorite local NFL star right in their kitchen

                                      An ‘add to cart’ feature to drive conversions at local supermarkets

                                      A photo opportunity to ‘pose-with-the-pros’ and share your finished recipe

                                      Enabling Pepsi drinkers to express their unapologetic joy for Pepsi and football

                                      How does this represent “Excellence in Engagement”?

                                      While the program certainly hit traditional marketing objectives (ROI, Sales lift, etc.), the program excelled at its core purpose - engagement - as demonstrated by the previously outlined metrics.

                                      This AR Experience also showcased how a brand:
                                      Listened to it consumers
                                      Found success in unconventional metrics (recipe downloads & photo engagements)
                                      Delivered YOY campaign performance
                                      Seamlessly laddered up to a national campaign & drove strong local relevance

                                      Pepsi went above and beyond during the 2021 NFL Season to provide fans the unique opportunity to cook gameday grub with NFL athletes right in their home, while exploring new ways to express their unapologetic joy for Pepsi.

                                      These AR Experiences are a template for how brands can:
                                      Leverage their sports partnerships
                                      Leverage their athlete ambassadors
                                      Extend their partnerships beyond the field of play
                                      Build campaigns around rituals
                                      Enhance local relevance on a regional scale
                                      Drive effective consumer engagement and business performance.

                                      Objective: During the 2020 NFL Season, Pepsi's Made For Football Watching Campaign featured many COVID friendly activations and content as fans were prohibited from attending games in person. One of the most popular items was their recipe content. Pepsi fans literally ate. it. up.

                                      To capitalize on their 2020 momentum, Pepsi challenged us with these specific goals for 2021:

                                           Deliver a unique AR Experience where consumers can make their favorite local game-day recipes with a player

                                           Create an experience that can be updated weekly (minimum of 8 weeks)

                                           Focus on Pepsi recipes, but leverage Pepsi's roster of NFL athletes

                                           Drive recipe downloads

                                           Fit the AR experience seamlessly into the overall Made For Football Watching Campaign

                                      Strategy & Execution: At the heart of Pepsi's Made For Football Watching Campaign was the team-specific microsites where Pepsi hosted their exclusive prizing, digital content, and recipe content.

                                      With QR Codes on Pepsi Packaging and digital content driving users to the team-specific microsites, our plan was to develop an AR Experience that fit seamlessly into these microsites, and could be accessed two ways:

                                      1. The MFFW team microsites (mobile & desktop optimized w/QR Codes)

                                      2. Paid Media assets that drove consumers directly to the AR Experience

                                      The incentive of exclusive prizing was also a strong draw to get consumers to return to the microsites (2x on avg). To encourage fans to engage with the AR, the featured recipes in each experience were updated weekly. For example: in Week 1, Jets fans could cook Pepsi BBQ Sauce with Mekhi Becton, but in Week 2, fans could now cook Pepsi Glazed Ribs with Mekhi.

                                      Additionally, the experience included an ‘add to cart’ feature for recipe ingredients to drive conversions at local supermarkets, a downloadable recipe card for those shopping in-person, and a photo opportunity to ‘pose-with-the-pros’ and share your finished recipe.


                                      National Level
                                      The MFFW Campaign exceeded the estimated number of registrants by 686% (4.39MM registrants) and total entries by 3.6% (40.5MM)

                                      Pepsi’s North Division
                                      1.1MM site users (+465% YOY)
                                      256K Entries
                                      218% increase in engagements on the sites
                                      1:40 average site duration
                                      14.8 entries/user (higher than the national average of 9.2)

                                      Augmented Reality
                                      72,000 Total Events (clicks, touches, etc.)
                                      23,000 Users
                                      5,000 Photo Engagements
                                      2,000 Recipe Downloads
                                      :27 Average Session Duration


                                      The Work: 

                                      Pepsi x Made For Football Watching_2 Pepsi x Made For Football Watching

                                      Pepsi x Made For Football Watching_3



                                      The Strategic Agency
                                      COFFEE Labs


                                      Kathy Kennedy
                                      Sr. Marketing Director Water Comms & Commercial

                                      Brendan Steiner
                                      Sr. Marketing Manager

                                      Peter Stern
                                      The Strategic Agency

                                      Sara Dwiggins
                                      VP & Account Director
                                      The Strategic Agency

                                      Marc Grelsamer
                                      Account Supervisor
                                      The Strategic Agency

                                      Al Silvestri
                                      CMO & Partner
                                      COFFEE Labs

                                      Troy Fingold
                                      Managing Director
                                      COFFEE Labs

                                      Christina Biondi
                                      Sr. Marketing Manager
                                      COFFEE Labs

                                      Celebrate in Las Vegas

                                      Join us for the 4th Hashtag Sports Awards™ presented by Budweiser on the evening of July 12, 2022 at The Cosmopolitan of Las Vegas as we celebrate finalists and reveal the winners of this year's awards live during the show.


                                      RESERVE SEATS