Case Study

Pepsi MAX UCL Final

Pepsi MAX Champions League Activation: A Covid-Era Triumph

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The results:

5

venues broadcasting live

5

world-class pundits

5,000

attendees at events

+40

press and PR coverage with +56M reach

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The challenge:

As Champions League Final sponsors, Pepsi MAX faced a unique challenge in 2020: how to deliver the magic of football during a pandemic with strict, evolving Covid restrictions. With just five weeks to execute, the goal was clear—create a memorable experience for fans despite the physical limitations.

What we did:

We brought the Champions League experience directly to fans with five drive-in cinemas across the UK, offering the ultimate “best seat in the house” for the big game. In partnership with Live Nation and festival partners, each venue recreated the thrill of a stadium experience:

  • Live halftime commentary by football legends like Ben Foster.
  • Massive screens and high-quality audio to capture every moment of the game.
  • Pepsi MAX goodie bags to enhance the at-home experience.
  • On-demand food and drink delivery straight to fans’ cars.

Amplified through social and digital channels, the campaign brought football fever to life while ensuring safety and compliance. Brand ambassadors added a personal touch, ensuring fans felt connected, even from a distance.

Pepsi MAX turned a challenging situation into an unforgettable event, proving that even in difficult times, the love of football knows no bounds.

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