Kuala Lumpur, Malaysia – Food and beverage company PepsiCo in Malaysia has partnered with Entropia’s extended reality arm EXR in creating an augmented reality (AR) concert experience all within a Pepsi bottle, featuring Malaysian singer and actress, Siti Nordiana (Nana), together with the winners of its #PepsiBoldTalent TikTok challenge.
Malaysian consumers can access the AR concert by activating the AR camera at pepsiARconcert.com, which will be available from 16 April 2021. Users will need to pick up a bottle of Pepsi Black Raspberry, and when the AR camera gives them the prompt on their phone screen, they can scan the bottle for the AR Pepsi bottle to load and the concert will play.
The earlier #PepsiBoldTalent was launched to residents of Malaysia 13 years old or above, challenging them to submit a 15-second video on TikTok showing their best talent. The contest winners who will be gracing the AR concert are Bell – a dancer, Syafeek – a singer, and Aidil – a freestyle footballer, whose audition videos amassed viewership close to 1.4 million views each.
According to Jennifer Lee, beverage marketing lead at PepsiCo Malaysia, the newest AR campaign speaks to the company’s objective of a renewed, innovative approach to engaging with Pepsi fans, as today’s consumers want to connect with brands in an instant and feel an immediate impact.
“Together with Entropia, we shifted our focus and unlocked unfamiliar yet entertaining territory with this campaign. Most brands in Malaysia have yet to tap into AR, the new exciting channel of marketing and communications. Pepsi decided to take the tech to the next level, by bringing a concert right to the homes of our most loyal fans,” Lee stated.
Meanwhile, Ramakrishnan CN, partner at Entropia and head of EXR commented that the newly-launched AR experience is a testament to the agency’s commitment to reinventing the ways brands strategize their communications and more so for an experiential bold brand like Pepsi.
“We believe the future of brand experiences is fluid and atemporal where all touchpoints should have a branded extended reality layer over them. The iconic Pepsi bottle was the best place to provide the experience like no other, using AR tech and deliver Malaysia’s first augmented reality concert in a bottle,” he added.