• Loading stock data...
Tuesday, July 15, 2025

Vikings, Pepsi Create Augmented Reality-Featured Commemorative Cups

Photo Credit: Scott Kegley-Minnesota Vikings

The Minnesota Vikings might be 2-2 going into Week 5 of the 2019 season, but that hasn’t stopped them from making plays off the field. To start off the year, Minnesota partnered with long-time partner PepsiCo, Inc. to unveil a commemorative cup that’s both scan-able and augmented-reality inspired. Since transitioning to a more digital-savvy organization, the Vikings have been experimenting with the unprecedented – and haven’t caused a turnover yet.

“It was something that no other team had really taken exactly this approach,” said Scott Kegley, the Vikings’ executive director of digital media and innovation. “I think there’s some teams who have done some really interesting things with AR over the years, but I think that this one really fits with what we are trying to do.”

The Vikings’ rush into AR technology didn’t happen overnight. Ahead of the 2016 season, Minnesota revamped its antiquated mobile applications, promoting more digital-friendly ticketing options. Kegley says that going 99% digital in 2016 helped the organization prepare for its next venture.

This transformation led the Vikings to develop a relationship with London-based Zappar, a company that specializes in creating AR experiences for brands. The first project that the club worked with Zappar on was on its 2017 playbook. With the augmented reality tab on the Vikings’ mobile app, Kegley says that stories – such as receiver Adam Thielen’s childhood – could appear in real-time. The Vikings have released this digital playbook every season since – and was even nominated for “Best Use of Augmented Reality” at the 2019 Shorty Awards, which honors the year’s best social-media work.

“It was about two years that we had been doing that,” said Kegley. “So we [were] talking to [Vikings’ Senior Manager of Corporate Partnership Glenn Isralsky] and some of the folks on our partnerships team about some ways that we could get partners involved, what might make sense – and really just wanted to change it a little bit since it had just been two years of doing a similar concept.”

To kick off summer, PepsiCo introduced its Instagram-specific #SummerGram campaign. Featuring hundreds of AR filters and digital stickers, Isralsky was blown away by its innovativeness. Months later, PepsiCo’s “Always Be Celebrating” campaign before the NFL season featured both fans and NFL players celebrating their touchdown dances. This led Kegley and Isralsky to begin brainstorming similar promotions they could pursue with their partner. 

Before the start of the season, the duo began recording player celebrations on a green screen – the idea being that they could place them on cups and be seen on the Vikings’ app. Courtesy of Zappar, it inserted a scan-code onto the cups. Through the team’s mobile app, people can scan the code, where a Vikings player rolls out of the cup. The game-like experience then sees the player – depending on their position – dodging tackles on offense or making defensive stops.

Once the player crosses the goal-line, the celebration begins – both on-screen and in person. As they begin their gloating, the user can click on them and start their own showboating. The app will record the conversation, which then gives people the option to share it on social media. 

READ MORE: Florida Gators Turn To Vizrt For In-Stadium Engagement

Thus far, both Kegley and Isralsky are blown away by the interest this commemorative cup is generating. Through two home games, people have spent a combined 13.5 hours on the app – and 1:34 seconds per session on it. They are even playing outside of the stadium, regardless of the Vikings’ schedule that given week. 

“It’s living on and the consumer’s taking it home,” said Dawnette Snyder, Pepsi’s field marketing manager. “They can continue to engage with the Zappar app even at home. So they went to the game on Sunday, now they’ve got the cup at home and when we play next week on the road [against the New York Giants on Oct. 6] they can still link and celebrate as the team plays – it’s a real added benefit to this product.”

READ MORE: How do Adam Silver and Roger Goodell view influence of tech?

The Vikings started the 2019 season expecting their AR-equipped cups to last through their 10-game homestand at U.S. Bank Stadium. But with fan interest not waning, Isralsky says that there are plans to make the cups a retail product at Kwik Trip, a convenience store chain with locations in Wisconsin and Minnesota. With this eventual expansion, both he and Kegley are happy that what they invented for the in-game fan experience is now extending outside into their visitors’ daily lives. 

“We really want to bring the stadium experience to anybody,” said Isralsky. “Whether you’re going to a quick trip or another store to get your Pepsi, buy this cup and you can share that experience at home as well.”

“We have a large number of game attendees who – it might be their one and only time at the stadium over the course of the year,” said Kegley. “We really treat everything that we do at the game as if this is the only time that we see [the fans] come in the doors – we really want to make it a memorable experience for you.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Netflix Unveils NFL Christmas Slate With Cowboys, Lions in Spotlight

The streamer’s holiday games lean in to two heated division rivalries.

Bengals Ready to Make Ja’Marr Chase Highest-Paid Non-Quarterback

Cincinnati has several key deals to work on this offseason.

Vikings GM: Ownership ‘Involved’ in Pricey Darnold/McCarthy Choice

Sam Darnold is set to be a free agent after a 14–3 record in 2024.

Featured Today

May 31, 2025; Philadelphia, PA, USA; Sydney McLaughin-Levrone (USA) reacts before the women's 100m hurdles during the Grand Slam Track Philadelphia at Franklin Field
exclusive

Track’s New Money Is Running Into Old Problems

The sport’s big-money era has hit some speed bumps in 2025.
Bobbleheads are seen at Vintage Indy Sports, Tuesday, April 29, 2025 in Speedway. The local sports memorabilia store opened recently.
July 12, 2025

Baseball’s Bobbleheads Are the Center of the Collectibles Universe

Baseball’s most important keepsake drives long lines—and big business.
Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.
July 11, 2025

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.

UFC’s Vegas Sphere Fight Should Set Records

The MMA fight has big aspirations and a budget to match.
August 13, 2024

Duael’s One-On-One Racing Brackets Are Yet Another Stab at Saving Track

Duael will debut in March 2025 with the inaugural Duael 100.
September 8, 2024

Guardian Caps Make NFL Debut

Multiple NFL players wore Guardian Caps over their helmets Sunday.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
August 11, 2024

Guardian Caps Have Arrived in the NFL—Ahead of Schedule

Colts star Jonathan Taylor strapped one on for Sunday’s preseason game.
August 5, 2024

How Omega Timing Determined Noah Lyles Won Olympic Gold

Omega touches every corner of the Olympics.
The Adidas ball has changed over the years.
July 25, 2023

The Most Advanced Tech at the Women’s World Cup Might Surprise You

This year’s OCEAUNZ introduces connected ball technology to the women’s game.
Sponsored

Rewriting the Sports Media Playbook

WSC’s highlight automation improved Clemson’s content strategy and overall growth.