Imagine the Superbowl as five weeks long, that’s Indian Premier League Cricket, the setting for our epic gaming experience. We used the weekly matches as appointments to play.Each Friday at midnight, we set India a new challenge and players could use voice, text or the web to navigate each new challenge and level of the game.

To progress to the next level they had to answer our challenging riddles and solve the puzzles we set them.We integrated TV, print, online, mobile and social media; changing executions, feedback and messaging each week to fit each new challenge and maintain excitement.Bespoke MTV content, live online chats with the game's stars, making-of videos and players sharing their answers online all drove momentum and engagement and we enabled a two-way conversation about Pepsi the Game via blogger outreach and our Facebook fan page.

Market share increased by 2% meaning we delivered 3 dollars in extra sales for every dollar spent.Pepsi the Game attracted 5,400,000 participants - more than double industry norms for a campaign of this scale.We generated such word of mouh that 100,000 new fans joined our Facebook community.Free PR coverage was valued at $1.1m on TV and print, with online advocacy driving even more value.