PepsiCo and VMLY&R Shanghai built WeChat and Douyin (TikTok) minapps that let users in China treat any blue surface, such as a Pepsi can, as an augmented-reality screen for creative purposes. The WeChat miniapp creates Pepsi-branded still-image posters, while the Douyin app results in videos with Pepsi branding and theme music.
The AR experience, part of the brand’s 'For the love of It' campaign, launched in late June, and users have to date generated more than 264,000 posters using the WeChat Miniapp and more than 332,000 videos using the Douyin miniapp. This translates to tens of millions of RMB in earned media, according to the agency, which adds that the app on Douyin has attracted 2.7 billion views.
The campaign also includes the work of ambassadors Jackson Wang and Zhou Dongyu.
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