PepsiCo?s SoBe is targeting men for its interactive ?Try Everything? campaign that features supermodel Kate Upton and lets users try not to break their focus when competing in a staring contest with her.

SoBe?s Try Everything campaign also includes TV, radio and Internet components.

Mobile engagement
The SoBe mobile banner ad reads ?Try a staring contest with Kate Upton. Click Now.?

The mobile banner ad

When users click on the ad they are redirected to a mobile landing page where they can play a game or watch a video of Ms. Upton?s SoBe commercial.

If consumers choose the interactive game, they are given rules of how to play.

The game revolves around users maintaining eye contact with Ms. Upton and making sure their eyes do not go below the ?No-No Zone.?

When users begin playing the game, they are taken to a page with a photo of Ms. Upton in a swimsuit and a pair of eyes appear.

Users can tilt their mobile device using the accelerometer features to make sure they maintain eye contact.

If their eyes go into the No-No Zone, they are shown a headshot of Ms. Upton?s face with a message saying ?My Eyes Are Up Here, You Lose.?

Users have to maintain eye contact

If they don't...

...they lose

Users have the option to try it again, tweet the game to friends or click to SoBe?s Web site.

Last month, SoBe is targeted consumers with its first in-tuner animated mobile video ad that promoted the company Try Everything campaign.

The company partnered with Pandora to increase its brand awareness. SoBe also targeted millennial males via the campaign (see story).

Final Take
Rimma Kats is staff reporter on Mobile Marketer, New York