Pepsi?s SoBe has rolled out an interactive application that lets consumers experiment with a new look such as beards or animated accessories without the commitment.

The company worked with Firstborn and Encoding.com on the initiative. The app is available for free download in Apple?s App Store.

?SoBe needed a fun new app to let users explore every flavor of SoBe and have fun while doing it,? said Jackie Backer, producer at Firstborn, New York.

?We wanted to create a tangible, hands-on experience to show users how SoBe wants them to try new things, up to and including daring mustaches, crazy hairdos or animated ensembles,? she said. 

New look
The app lets users take a picture or video of themselves trying on various facial accessories.

Users can select their look

Users can swipe to test looks and then save the picture or record a short video to commemorate the achievement.

The app also lets users share their new look with friends on Facebook, Twitter and via email.

Users can share their looks with friends

?The experience debuted at SXSW 2011 as a kiosk,? Ms. Backer said. ?Following that success, we developed it into an iPhone and iPad app and released it into the wild.

?It joins the SoBe family as one of many new ?Try? experiences, which also includes Try Not Yawning, where users watch a video of people yawning and try not to join in; Try Milking a Cow, where keyboard shortcuts give users the ability to get hands on with some udders; and Try Hitting a Fast Fuji Apple, which turns hitting a pinata into a live-action sport,? she said.

?This app in particular represents SoBe's efforts to reach audiences with a 360-degree approach and create a fun, interactive experience for them to try both at home or on the go.?

Video incorporation
SoBe also worked with Encoding.com to incorporate mobile video in the app.

?Enabling video to work across all devices can be a complicated thing to do,? said Jeff Malkin, president of Encoding.com, New York.

?I think that we?re at the tip of the iceberg where mobile video is exploding,? he said.

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