PEPSI UEFA CHAMPIONS FESTIVAL: Driving immersive customer engagement for Pepsi in connection with the UEFA Champions League

Action: Transforming Pepsi’s ‘Love it. Live it.’ marketing campaign into a powerful brand activation

The UEFA Champions Festival is an annual event taking place at the UEFA Champions League Final in the days surrounding the game. At this year’s UEFA Champions Festival, Pepsi and Fuse worked together to transform the global “Love it. Live it.” marketing campaign into a powerful territorial activation in Kyiv. The activation used cutting-edge technology to convert football fans to Pepsi advocates.

Create: Creating a stunning experiential activation in a prime position at the Champions Festival

Pepsi and Fuse worked together to develop a best-in-class brand experience – the ‘Love it. Live it.’ Hub. The Hub used a mix of highly immersive deep customer engagement and lighter touch activities. This transformed Pepsi’s global football campaign into a stunning experiential activation in a prime position at the Champions Festival.

The experience included a ‘Love It. Live It.’ Football Experience: a state of the art and projection mapped game. This game immersed fans in the world of one of five Pepsi football ambassadors as they played together with their friends. Also, in lighter touch photo booth experiences, fans used the artwork of their favorite Pepsi football ambassador, which enabled them to show their passion for football.

The Kit hub rewarded fan participation with exclusive Pepsi merchandise. Those who took part in the “Love it. Live It.” football experience were given a limited edition designed Pepsi t-shirt, tote bag or cardholder. For taking part in the photo booth, fans were given a set of branded postcards.

A Pepsi bar was the heart of the hub and served specially created mocktails and Pepsi product. This was supported with sampling moments for fans outside the stand.

Impact: Increasing customer engagement in the brand experience by 23%

During the festival, over 2,200 people played the Love It. Live It. Football Experience, a 23% increase in Cardiff the previous year. 20,075 soft samples & mocktails served and Pepsi received 9,208 unique fan registrations across both stands.


Click here to view our work with Pepsi at the UEFA Champions League Final Opening Ceremony.