PepsiCo teamed with the NFL's Minnesota Vikings to create a commemorative cup that activates an augmented reality (AR) game when scanned with a smartphone camera, Front Office Sports reported. To play the game, fans need to download the Minnesota Vikings app and scan a code on specially marked cups distributed at home games.
Fans spent a combined 13. 5 hours on the app, and an average of a minute and a half for each session, during two home games when the cup was distributed. The cups helped to prolong engagement with the team's brand after fans continued to play the AR game after they left the stadium, said Dawnette Snyder, Pepsi's field marketing manager.
The team had expected the AR-equipped cups to last through the 10 home games at U.
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