Pepsico Uses Snapchat For On-pack NFL Competition
Throughout the National Football League (NFL) season, PepsiCo is offering fans in the US a weekly game where they can win rewards and prizes, including Super Bowl tickets – all at the touch of their fingertips via Snapchat.
Starting now, fans who purchase specially marked Pepsi and Frito-Lay products in the US can use their Snapchat app to snap an on-pack code. They’ll then be randomly assigned an NFL team. If that team wins their designated game that week, fans win a variety of rewards. And just for playing, consumers are entered into a weekly drawing for grand prizes like season tickets, Super Bowl tickets and other NFL experiences.
In addition, Bud Light will be relaunching its team-themed packaging, with each featuring the club’s badge, and catch phrase or rallying cry. They will also all feature Snapcodes to win tickets to the Super Bowl when posting to Snapchat.
The digital programme lives entirely within the Snapchat platform. Once consumers snap the code and receive their team, they’ll also unlock a Snapchat filter.
“The rise of off-the-field games have taken the NFL viewing experience to the next level – and gamified it,” said Christina Clarke, senior director of marketing, Frito-Lay. “But snacking is also a huge part of the viewing experience, so we wanted to join the two and offer an engaging gamified digital programme.”
The programme is running now through October 7, and then will return for the NFL playoffs in January.
