Microsoft and PepsiCo Launch Ad Campaign to Kick Off World Cup

A global integrated ad campaign has been launched by Microsoft Advertising and PepsiCo ahead of FIFA's upcoming World Cup in June.

The campaign centres around an interactive game called Football Hero in which users earn points to redeem for personalised video content, which they then distribute via email and social media sites. It will feature footballers Lionel Messi and Frank Lampard.

Digital and New Media Director at PepsiCo International, Claudia Lagunas, said, "Our target consumers are always looking for exciting and more engaging ways of spending time online. We believe the launch of the Football Hero site will be a popular source of entertainment over the coming months as hundreds of millions of people turn their attention to football."

The Football Hero campaign will launch in 14 countries, supported locally through offline promotional activity including in-store retail promotions. Online promotion will run across Xbox.com and Xbox Live pages, as well as the entertainment and sports pages on the MSN portal. In addition, there will be a dedicated Football Hero site.

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