Pepsi MAX have announced a new slant on their "crowd surfing" television spots with a mini-game exclusively available on Microsoft's Xbox Live.
According to our friends at www.thedrum.co.uk:  
'The three-level game pits avatars against footballers in a game of skill whilst running across the crowd, with completion of a level rewarding the user with digital prizes such as Pepsi branded avatar t-shirts and Pepsi MAX football themes for fans to personalise their home screen.'


This lot above don't look all that intimidating.


“We're delighted to announce that we have teamed up with Xbox LIVE. Pepsi MAX consumers are always at the forefront of digital trends so we’re always keen to provide our fans with an engaging and innovative experience. This unique game allows players to interact with our innovative football campaign in a revolutionary way."- Tiffany Welsh, Pepsi MAX UK digital manager


“The New Xbox Live mini-game has enabled Pepsi MAX to leverage its high-impact TV advertising collateral in a highly interactive gaming environment. 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. Rewards earned during gameplay, such as the Pepsi Avatar t-shirts, will also help Pepsi MAX to amplify its brand throughout the Xbox platform and reaching a wider audience.”
- Michael Dwan, senior director of global creative solutions at Microsoft EMEA
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