So Pepsi Max is taking their marketing "to the max" by combining their TV ads with a game that is launched on Xbox Live.
The Xbox Live Pepsi Max game has three levels, where players can use their avatars to take on world-class footballers in a game whilst running through (or more likely as the ad - ON) the crowd – recreating scenes from Pepsi Max’s Crowd Surfing ad.
Based on your performance in the game you can win various digital prizes, like T-shirts and caps for your avatar and items so you can personalize "pepsi style" your home screen.
A Facebook app will also be launched - in a colaboration with Beatport and Ministry of Sound to create exclusive brand experiences.
“The new Xbox Live mini-game has enabled Pepsi Max to leverage its high-impact TV advertising collateral in a highly interactive gaming environment,” says Microsoft EMEA senior director of global creative solutions Michael Dwan. “Users will want to keep coming back to the game as they strive to reach top of the leader board, sharing their rewards with friends and playing with a host of athletes to eventually unlock their Pepsi Max theme.”