• by Aaron Baar , April 16, 2010

PepsiCo International and Microsoft have teamed up to create an integrated digital advergaming campaign to take advantage of what's expected to be increasing interest in soccer as the World Cup gets underway. 

As part of the program, Microsoft Advertising's Creative Solutions team created an interactive game, in which users move from "Zero to Hero," manipulating avatars through five interactive games, unlocking reward videos to share via instant messaging, e-mail and social networks.

The games will be integrated into content on a dedicated PepsiCo International-branded Football Hero Web site as well as games on several Microsoft properties, like Windows Live Messenger, Xbox.com, XboxLive, Hotmail and MSN sports and entertainment channels.

The companies will promote the game through the Windows properties, as well as through on-pack and in-store retail promotions from PepsiCo. The effort is aimed specifically at the international soccer-loving audience and will run in 14 international markets, including Europe, the Middle East and South America. It was unknown whether the program would be promoted or even available in the United States.

"As excitement ahead of the 2010 summer of football grows, there will be a significant upsurge in demand for information and entertainment around the game," said Darren Huston, Microsoft's corporate vice president, global consumer and online, in a statement. "The 'Football Hero' campaign will help PepsiCo International tap into this summer's football buzz by positioning it as a brand that is well attuned to the needs of its target audience."