Global Playing Field, Over 2 Million+ Redemptions: The PepsiCo x EA SPORTS FC™ 25 Promotion

Background and Challenge

We were asked to implement a global lid code promotion for Pepsi in cooperation with EA SPORTS and the new EA SPORTS FC™ 25 game, which was intended to increase sales of Pepsi products and enable participants to win attractive EA SPORTS FC™ 25 in-game rewards. The promotion, which was carried out simultaneously in 11 countries, was a particular challenge in terms of communication and organization: specific content had to be created for each country and coordinated in parallel. We also had to coordinate the simultaneous go-live in 10 countries, where the promo was integrated into the existing Joy platform or implemented as standalone pages.

Approach and Realization

We realized the global promo with interactive digital experiences in close collaboration with Pepsi and ensured easy and smooth participation. After purchasing a can or bottle of Pepsi, participants could create an account on the promotion page, link it to their EA SPORTS FC™ 25 account and enter the cap code to receive up to five attractive in-game rewards. There was also an extra Weekly Draw with exclusive prizes in many countries.

Results

The promo generated more than 2 million code redemptions by 136,545 unique and 452,579 non-unique users from the 11 countries – making it one of Pepsi's most successful global campaigns. Our new goal: to set up the 2025 promo together with Pepsi for 50 countries.