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Microsoft Advertising joins forces with PepsiCo International to develop an integrated brand engagement campaign around Football

PepsiCo International’s Global Football campaign will be running across Microsoft Advertising portfolio offering unique advertising and brand engagement opportunities

PepsiCo International and Microsoft Advertising today announced the launch of an integrated digital advertising campaign to celebrate this year’s summer of football. Running in 14 markets worldwide, including Europe, the Middle East and South America, the campaign will leverage Microsoft’s product portfolio to drive brand engagement for PepsiCo International in addition to providing a unique brand entertainment experience online through the MSN portal.

Kicking off on 15 April 2010 and running through to the end of the summer, the campaign, which targets the international football loving audience, will feature PepsiCo International’s exclusive content from eight international footballers including star players; Lionel Messi, Didier Drogba, Thierry Henry, Ricardo Kaka, Frank Lampard, Fernando Torres, Andrei Arshavin, and Michael Ballack along with six-time Grammy nominee, Akon’s charity single “Oh Africa” that accompanies PepsiCo International’s exciting campaign materials - all of which will be hosted on a dedicated PepsiCo International ‘Football Hero’ website. In addition to PepsiCo International’s exclusive content, Microsoft Advertising’s Creative Solutions team has created ‘Football Hero’ - a unique digital experience which allows users to embark on the journey of a ‘zero to hero’ footballer via a series of five interactive games. The games will be integrated both into the overall branded web experience as well as into Windows Live Messenger, where people will be able to play the games with their friends. In addition, players can create their own personalized Avatar which will represent them as they participate in each of the games.

As players complete each game on the zero to hero journey they will be able to unlock personalized reward videos from a set of gorgeous football babes and hunks and then share them with their friends via instant messenger and email, as well as posting them on their social networks. The integrated campaign, developed in conjunction with OMD International London, will run across the entire Microsoft Advertising portfolio including, Xbox LIVE, Hotmail and MSN channels, such as Entertainment and Sport, with two of the games also running on Messenger. In addition, it will support integration with dedicated online video channels and social networking sites, via status updates and game scores, as well as being supported locally through offline promotional activity including on pack and in store retail promotions.

Claudia Lagunas, Digital and New Media Director at PepsiCo International commented: “Building on the phenomenal success of the Pepsi Max Club we are excited to be working with Microsoft Advertising again to build an exciting and engaging brand experience for football fans around the globe. Working with Microsoft Advertising we can reach a vast audience of engaged consumers and embrace the competitive spirit of football. Our target consumers are always looking for new, exciting and more engaging ways of spending time online, and we believe the launch of the ‘Football Hero’ website will be a popular source of entertainment over the coming months as hundreds of millions of consumers turn their attention to football.” Darren Huston, Corporate Vice President, Global Consumer and Online, Microsoft said: “We are thrilled to partner with PepsiCo International once again on a truly innovative, ambitious and engaging brand campaign. As excitement ahead of the 2010 summer of football grows, there will be a significant upsurge in demand for information and entertainment around the game. Microsoft’s broad offerings through our global channels provide unrivalled reach across the internet, the ‘Football Hero’ campaign will help PepsiCo International tap into this summer’s football buzz by positioning it as a brand that is well attuned to the needs of its target audience.”

Nikki Mendonca, President, EMEA OMD stated, “It’s great to see this collaborative project between PepsiCo International, Microsoft and OMD launch. Not only does it provide a fun, creative and engaging experience for PepsiCo International’s core audience internationally using Microsoft Advertising’s global digital network, but it offers local flexibility and integration with digital platforms worldwide.”

Notes to Editors

About PepsiCo
PepsiCo offers the world’s largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo’s people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. In recognition of its continued sustainability efforts, PepsiCo was named for the third time to the Dow Jones Sustainability World Index (DJSI World) and for the fourth time to the Dow Jones Sustainability North America Index (DJSI North America) in 2009. For more information, please visit

About Microsoft Advertising
Microsoft Advertising provides advertisers and publishers with media, tools and services to help drive deep and profitable engagement with their audiences. This includes a media network that reaches hundreds of millions of consumers around the world; global technology platforms and tools that enable easy planning and management of campaigns and content; and services that help untangle the complexities of digital media to get more value from marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices in the Microsoft network of properties and beyond. More information is available at

About Microsoft
Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.