PepsiCo International has teamed up with social networking firm Youniverse, a subsidiary of Imagini Holdings, for a new social site.
The partnership, which was brokered through digital agency Safari Sundays, centers around http://www.pepsiyouniverse.com/, where consumers can create Youniverse’s VisualDNA profiles of themselves by answering specific visual questions around the campaign themes.
The first campaign will kick off in the UK and Europe and focus on soccer. The VisualDNA profile is aimed to help consumers discover what type of soccer fan they are, and lets users compare their VisualDNAs with those of soccer stars including David Beckham, Ronaldinho, Cesc Fabregas and Frank Lampard.
“The motivation is to engage and entertain people. Pepsi is genuinely here to enable its demographic and users to have fun,” said Alex Willcock, founder/CEO of Youniverse. “It’s about letting consumers learn about themselves and interact with others.”
The site will also feature footage and downloads from the Pepsi campaign and a social network in which consumers can compare their VisualDNA profiles with others.
Youniverse has 6 million users worldwide and hopes that the new partnership with Pepsi will grow this number.
The soccer campaign will be followed by various campaigns including one focused on music and “hopes and dreams.”