Case Study: Pepsi energizes UEFA fans with immersive fan activation by Freeman

PepsiCo Igniting the Visceral Passion of UEFA Football Fans

Pepsi partnered with Freeman to create a standout fan activation at the UEFA Champions League Final in Kiev. Pepsi wanted to amplify its “Love it. Live it.” campaign, build brand awareness and salience for its top global sponsorship, and connect with football fans through an experience that matched the energy of the event.

Freeman delivered an immersive, high-tech experience featuring a 360-degree projected interactive football game and RFID wristbands with NCT chips to capture each fan’s journey and content for social sharing. The activation drew more than 2,000 fans, generated over 50 hours of engagement, and drove more than 20,000 Pepsi samples consumed, while also delivering over 3,000 unique registrations and thousands of branded giveaways.

Pepsi