The soft drinks giant will use its World Cup site
(www.pepsi-football.co.uk), developed by Graphico New Media, as a
platform to launch a series of online ads to support its offline
activity. It will use the work to build on its current database of about
70,000 online members.
Graham Darracott, sales and marketing director at Graphico, said: "This is the first time Pepsi has truly integrated an online campaign with its offline work. We're effectively asking consumers what they want."
An e-game will back Pepsi's 'Sumo' TV ad, which features footballers such as David Beckham and Juan Sebastian Veron.
The game challenges players to arrange 11 sumo wrestlers into the traditional positions of a football team by twanging their underwear.
By registering to play, users are entered into a draw to win a branded table football game.
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