For Gen Z, traditional advertising isn't just background noise. It’s an intruder. Their "Relax & Unwind" time is a sacred, ad-resistant ecosystem where standard interruptions are instinctively filtered out.
To get back on their radar, Pepsi had to stop being a brand and start being a utility.
Infrastructure instead of Interruption
By leveraging the Gaming 360° Engine, Pepsi identified a critical opportunity to bridge the "Interruption Gap." The brand evolved its global cinematic platform, "Pssst! Czas na film" (It’s movie time!), by translating the cinematic experience into the gaming world. This move solidified Pepsi’s position as a core gaming mechanic, which was a catalyst for longer, more immersive, and uninterrupted sessions.
How Pepsi Hacked the Flow State
Pepsi orchestrated a massive presence within Fortnite, launching three bespoke worlds inspired by Horror, Fantasy, and Racing genres. These environments served as the foundation for the campaign’s primary innovation: The Pepsiman Integration.
In a first for the CEE market, Pepsi transformed Pepsiman into a functional contact on players' friend lists. This direct integration acted as an in-game concierge, delivering Pyszne.pl discount codes directly through the game client. By aligning digital engagement with physical needs, Pepsi created a friction-free shopping shortcut, allowing players to order their beverages and meals without ever leaving their screens.
Multi-Layered native engagement
To drive 100,000 players into these worlds, we deployed a 100% digital Engine Mix:
- The brand partnered with gaming icons like Jacob, anchoring the activation in the heart of the community.
- By utilizing inStreamly, Pepsi secured native visibility across 1,600+ individual streamers, capturing viewer attention during peak engagement.
- Pepsi also integrated its products as active "power-ups." By rewarding players with tangible in-game advantages, the brand became a tool for victory rather than a distraction from the play.
The Results: Smashed Records and Real ROI
This strategic shift allowed Pepsi to achieve record-breaking results that far exceeded industry benchmarks. The average player spent 20 minutes per session with the brand. It’s nearly five times the industry standard for branded maps!
Beyond the 79 million impressions, the campaign achieved an impressive 80% redemption rate for discount codes on Pyszne.pl, proving that a well-calibrated gaming strategy drives direct e-commerce performance.. Pepsi successfully integrated into Gen Z lifestyle, proving that the brand is an essential partner in the gaming experience. It also became a record-breaker as the most popular branded activation in Fortnite history for the CEE market.
