Pepsi has been recognised by the Malaysia Book of Records for its ground-breaking first-ever Augmented Reality (AR) Concert in Malaysia, brought to life by Entropia, part of Accenture Interactive.
Offered exclusively for consumers of Pepsi Black Raspberry, the concert received overwhelming response from consumers and fans during the limited period when the content was available, from 16 April to 16 May 2021.
Fans were required to get a bottle of Pepsi Black Raspberry, log on to the designated AR concert website, scan the bottle when prompted, and enjoy popular artiste Siti Nordiana perform her latest song, which featured the three winners of the #PepsiBoldTalent audition challenge – dancer Bell, freestyle footballer Aidil, and singer Syafeek – right on the bottle.
“For PepsiCo, consumers are at the heart of all we do. As a brand that uses music to connect with our fans, we endeavoured to find bold new ways to share music during the pandemic, when live events are restricted. Making the decision to hold the first Augmented Reality Concert in Malaysia is our way of channelling our brand’s pioneering spirit and the bold personality of Pepsi Black, while offering consumers new opportunities to challenge the norm,” said Salman Butt, Senior Marketing Director APAC of PepsiCo.
The certificate of recognition from the Malaysia Book of Records was presented by Edwin Yeoh, Senior Record Consultant of Malaysia Book of Records and received by Jennifer Lee, Beverage Marketing Lead of PepsiCo.
“It’s an honour to be recognised by the Malaysia Book of Records. We always strive to bring excitement and new experiences to our loyal fans and other consumers in Malaysia, so we hope everyone found the AR Concert refreshing, with its combination of a new way to enjoy music, a new song by Siti Nordiana and fresh homegrown talent many Malaysians may not know,” Jennifer said.
This first-ever AR concert by Pepsi in Malaysia was brought to life by Entropia, who worked closely with the Pepsi team in Malaysia – from the campaign ideation and tech exploration up to the set-up and successful execution of the AR concert.
“Our main priority with this campaign was to meet the needs of a bold brand like Pepsi, so we looked at being experiential and charting new paths that would push the envelope. Constantly reinventing how brands connect with consumers and embracing fluidity in brand experiences helps in staying ahead of the curve, and we are elated to work with such an iconic brand on this ground-breaking application of AR in marketing,” commented Ramakrishnan CN, partner and head of extended reality (EXR) at Entropia, part of Accenture Interactive.
Submissions Deadline: 15 November 2021
Announcement of Finalists: 29 December 2021
Judging & Presentations: 25 & 26 January 2022
Winners Announcement: 22 February 2022
Download the entry kit here.
Submit your entry here.
APPIES Asia Pacific is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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