The Pepsi x EA SPORTS FC™ 25 Partnership objectives:
Increase brand relevance among younger consumers (Gen Z).
Drive engagement by embedding Pepsi into key cultural passion points: football and gaming.
Drive purchase by providing extra value with guaranteed in-game rewards, reinforcing loyalty and repeat consumption.
GLOBAL PEPSI x EA SPORTS FC™ PARTNERSHIP
GLOBAL END-TO-END ACTIVATION OF THE BIGGEST GAMING PARTNERSHIP
Campaign scope included:
In-Game Integration – Pepsi branded content and guaranteed rewards within EA SPORTS FC™ 25, offering fans interactive value and brand visibility in-game.
Retail & Shopper Activation – Limited-edition packaging and unique code unlocking guaranteed in-game rewards with every purchase.
Global Campaign Content - Optimized assets for paid media, social, and e-comm to activate the campaign locally.
Rewards Redemption Platform - Synchronized rewards redemption digital platform driving 1P Data enrichment.
Talent – Partnerships featuring local football starts like Son Heung-Min and Sam Kerr, ensuring authentic audience connection and reach.
Experiential Engagement – Pepsi’s presence at EA SPORTS FC™ 25 launch events.
Global Influencer Framework – Approved concepts for local activations of Influencers and Content Creators.
Results:
Global Scale: >20 markets worldwide successfully activated the program, delivering consistent yet locally relevant execution.
Consumer Participation: High engagement through activation of the rewards, driving strong fan interaction across both physical and digital channels.
1st-Party Data Collection: Generated valuable consumer insights and strengthened Pepsi’s direct engagement capabilities through data-driven activations.
Social Buzz: Partnership with the biggest gaming title and this promotion generated significant conversation and organic reach across social platforms surpassing x2 industry norms on engagement.
