Pepsi is using what they call “Summergram” to collaborate with Instagram this summer.
Pepsi has placed QR codes on over 200 million Pepsi, Diet Pepsi and Pepsi Zero Sugar bottles. Each of these codes can be scanned from a smartphone and when done so, launches a new Instagram Story that includes a variety of Pepsi-branded augmented reality filters. In addition, the brand collaborated with Chrissy Teigen and DJ Khaled to publicize their product through the filters to their millions of Instagram followers. Teigen and Khaled will also make an appearance at a Pepsi event in Manhattan.
By incorporating these filters into their summer campaign, Pepsi found a creative way to promote their product through one of the most popular social media platforms. It gives consumers an opportunity to represent the Pepsi brand through their Instagram account and therefore is likely to promote more sales.