What lies at the heart of marketing? Is it one-way information dissemination or establishing deep connections with consumers? This May witnessed remarkable marketing campaigns from global brands. We analyze three standout cases from Chevrolet, PepsiCo, and Mattress Firm, examining their strategic approaches through social media interaction, AR technology applications, and audio content marketing.
Chevrolet Brazil: WhatsApp Mini-Game – Gamifying Road Safety Education
During "Yellow May," the international road safety awareness month, Chevrolet Brazil ingeniously leveraged WhatsApp to create a customized driving-themed mini-game. This interactive experience seamlessly blended entertainment with crucial safety messaging.
Players initiate the game by sending "hello" in WhatsApp, assuming the role of a driver navigating a red car through virtual roads. As obstacles like trees, pedestrians, and vehicles appear, players must continuously send messages to control the car. Notably, the game is designed so that collisions become inevitable as difficulty increases.
"Even skilled players will ultimately lose," explained Federico Wassermann, Chevrolet Brazil's marketing manager. "This intentional design powerfully demonstrates the dangers of distracted driving, particularly mobile phone use."
PepsiCo: AR, KOLs, Sports and Partnerships – A Quadruple-Threat Marketing Approach
As a long-time UEFA Champions League sponsor, PepsiCo launched an integrated campaign featuring football star Paul Pogba, collaborating with KFC and Pizza Hut for maximum impact.
The KFC partnership featured a creative short film showing Pogba's kick triggering a Rube Goldberg machine that ultimately delivers fried chicken and soda. This humorous narrative generated significant social media buzz.
With Pizza Hut, PepsiCo developed an AR game where users scan QR codes to control Pogba's avatar, dodging branded obstacles to earn points redeemable for custom player cards. This technologically advanced approach created immersive brand experiences while encouraging social sharing.
Mattress Firm: Pioneering Branded Podcasts for Sleep Enthusiasts
The 36-year-old mattress retailer launched "Are You Sleeping?" – a podcast exploring sleep quality through six episodes of consumer stories and expert commentary. Hosted by comedian Kate Berlant with insights from sleep specialist Shelby Harris, the show skillfully balances entertainment and education.
Rather than overt product promotion, the podcast builds community around sleep awareness. This audio-first strategy positions Mattress Firm as a thought leader while organically associating the brand with restful sleep.
These campaigns demonstrate how innovative technologies and platforms can transform traditional marketing. From gamified safety education to AR-powered sports engagement and audio community building, brands are finding creative ways to establish meaningful connections with modern consumers.