Case Study: Pepsi Max’s “Unbelievable Bus Shelter” AR Campaign

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Advancements in augmented reality (AR), virtual reality (VR), and mixed reality have transformed the way consumers interact with content, blurring the boundaries between the physical and digital worlds. These technologies offer immersive and engaging experiences that captivate audiences and drive brand engagement. Pepsi Max’s “Unbelievable Bus Shelter” AR campaign is a prime example of how brands leverage AR to create memorable Out of Home (OOH) experiences that resonate with consumers.


Pepsi, a globally recognized beverage brand, has a long history of innovative marketing campaigns aimed at capturing consumer attention and driving brand awareness. With its range of products, including Pepsi Max, Pepsi has established itself as a leader in the beverage industry, known for its bold and creative advertising.


The challenge for Pepsi Max was to create a unique and memorable OOH campaign that would showcase the brand’s personality and engage consumers in a novel way. The goal was to leverage AR technology to transform ordinary bus shelters into interactive experiences that would surprise and delight passersby, ultimately driving brand affinity and increasing product sales.


Pepsi Max achieved success with the “Unbelievable Bus Shelter” AR campaign through the following strategies:

Immersive AR Experience: The campaign transformed ordinary bus shelters into interactive digital displays using AR technology. Passersby were treated to a variety of surreal and entertaining scenarios, such as alien invasions, giant robots, and wild animal encounters, all triggered by the movement of people around the bus shelter.

Surprise and Delight: The AR experiences were designed to surprise and delight audiences, creating moments of wonder and excitement. By seamlessly blending digital content with the physical environment, Pepsi Max captured the attention of consumers and left a lasting impression of the brand’s creativity and innovation.

Social Media Amplification: The campaign encouraged users to share their experiences on social media platforms, amplifying the reach and impact of the campaign. User-generated content featuring the “Unbelievable Bus Shelter” experiences spread virally, generating buzz and driving engagement with the Pepsi Max brand.

Brand Integration: The AR experiences seamlessly integrated Pepsi Max branding and messaging, ensuring that the brand remained front and center throughout the campaign. By aligning the immersive content with Pepsi Max’s brand identity, the campaign reinforced brand recognition and affinity among consumers.

This campaign is likely to have a lasting impact on the marketing industry by showcasing the potential of AR technology to create immersive and interactive brand experiences in physical spaces. Moving forward, marketers are likely to increasingly incorporate AR into their OOH campaigns, leveraging technology to surprise and delight consumers, drive engagement, and strengthen brand relationships.

The success of Pepsi Max’s “Unbelievable Bus Shelter” campaign serves as a blueprint for brands looking to leverage AR and other immersive technologies to create memorable and impactful marketing experiences. As AR technology continues to evolve and become more accessible, campaigns like these will become increasingly common, transforming traditional OOH advertising into dynamic and interactive brand experiences.

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