CPG
"Pass the Ball Challenge" is the largest WEB3 activation to date. 200+ million bags of chips were printed with a QR code that led fans into the experience where they could register for a chance to win tickets to the FIFA World Cup in Qatar. We united fans around their love of soccer by using a simple mechanism of passing a golden ‘Futbol’. Fans had the opportunity to take a selfie. Their selfie was added to the giant UGC soccer ball. Each fan's hexagon became a gold minted collectible NFT at the end of the program.
All of this and more took place in an NFT wallet customized with FIFA + Fito lay branding. This groundbreaking WEB 3 / UGC experience was simple, fun, culturally relevant, and meaningfully personalized. Photos submitted by fans were filled with smiles and incredible, unprompted product placements. Fans shared with friends and returned daily to play games, win custom-branded soccer merch, and their favorite Frito Lay snacks. Most importantly, the experience didn't end with the World Cup Final; Pepsico now has a direct relationship with each one of the fans who participated. My role: CAMPAIGN IDEA/ CREATIVE DIRECTION/ BRANDING / DIGITAL / SOCIAL.
See live project
