This summer, PepsiCo set out to blur the lines between the virtual and physical worlds, offering an immersive concert experience. While Liverpool was the primary focus, the campaign aimed to create a buzz in multiple cities. In partnership with Rockstar and the influential grime artist Stormzy, this fusion of a virtual gig and real-world interactivity became a massive triumph for out-of-home marketing.

Collaborating with Ocean Outdoor, Talon, and SmartMedia Tech, they introduced an Augmented Reality (AR) token hunt, inviting passersby in Liverpool, Manchester, Brighton, and Cardiff to engage and win instant prizes while sampling the Rockstar product range.

In an exclusive interview with Ben Gardiner, head of client services at Grand Visual, we get an inside look at the extraordinary efforts that made this campaign unforgettable. From initial ideation to audience experiences, Ben shares it all.

The Creative Spark Behind the Project

PepsiCo's eagerness to push the boundaries of out-of-home marketing presented a golden opportunity. The partnership with Stormzy and Rockstar was a perfect match for creating something innovative. They aimed to elevate the Spotify virtual gig and dominate real-world space, drawing people into Stormzy's virtual realms. Their weapon of choice: large format, interactive, immersive DOOH.

DOOH: Building Hype for the Virtual Concert Experience

Creative DOOH played a pivotal role in building excitement for the digital concert experience. Teaser assets in key cities hinted at something big happening in Liverpool and London. Station dominations and banner media joined the party to generate hype and anticipation. On the big day, on-site synchronized sound on DOOH screens and more teaser assets fueled the excitement. The countdown graphic added to the thrill, setting the stage for the main event.

Stepping into Five Vibrant Realities: The Technology Behind It

The heart of the immersive experience lay in allowing users to choose their preferred world during the virtual performance. This was achieved through a branded pressure pad experience, where users stepped on different panels to select their virtual world. Synchronized with surround audio, this created the ultimate on-ground viewing experience and immersed the audience in Stormzy's universe.

The AR Token Hunt: A Collaboration with Ocean Outdoor and SmartMedia Tech

The collaboration with Ocean Outdoor and SmartMedia Tech brought an intriguing interactive element to the campaign. Users could scan a QR code on screens and supporting materials to launch a mobile web-based experience. Once signed up, users received a digital Rockstar Wallet to collect tokens and redeem them for real-world prizes. Geo-targeted, 3D AR tokens were scattered throughout the space, creating an engaging treasure hunt.

Empowering the Audience: Choosing Their Virtual World