Small Planet has introduced the SMS messaging and Internet segments of Pepsi’s extensive Pepsi Foot summer campaign. Pepsi Foot is a game where a player challenges another player to a virtual football game played by SMS messages. An Internet site has been built to back up the game www.pepsifoot.com where registered players can follow the evolvement of their player profiles in real time and compare their skills with the profiles of top players.
The campaign is being speeded up by TV, radio and outdoor advertising. "This is the first time an international company makes good use of new media this strongly in a marketing campaign. This is just the beginning for utilizing concepts based on wireless technology in business operations and companies are starting to realize the opportunities mobile concepts entail," says Small Planet’s CEO Rami Ryhänen. "Pepsi lives strongly in the present. Even in this matter they are among the first," he continues. The Pepsi Foot game works on Small Planet’s CollectM.2 platform. Also the hugely popular Fish game is built on this platform. "
The core target group for the game is 12–19 year-olds. Issues that are important to this target group are combined in Pepsi Foot in an interesting and new manner – role-playing, SMS messaging with your friends, the hottest top football players in the world, and Pepsi," says PepsiCo Nordic Finland’s Marketing Manager Harry Skön. The game was launched at a press conference in Finland. The launch was boosted by the celebrity footballer Mikael Forssell, who also attended the conference. In Pepsi Foot, the challenger plays on the Pepsi team along with celebrities such as David Beckham, Rivaldo and Mikael Forssell.
The challenged person plays with Manchester United. The players can further their winning chances by collecting skill codes from both bottle labels and by playing. Every game takes part in a draw where the first prize is a trip to a Manchester United match. Other prizes include brand products as well as 40,000 instant-win free games on Pepsi and Pepsi Max bottle labels and tray liners at Carrols Hamburger Restaurants.
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