The official kick-off of the 2017 NFL season is less than three weeks away, and Bud Light and PepsiCo are leveraging Snapchat to put their food and beverage products top-of-mind with consumers. PepsiCo, for its part, is gamifying specially-marked Pepsi and Frito-Lay products by adding a Snapcode on the packaging, according to a press release.

After consumers snap a picture of the codes, they will be randomly assigned an NFL team, and if that team wins a game that week, the participant will receive a variety of rewards. Everyone playing the game will be entered into a weekly drawing for prizes including season tickets, Super Bowl tickets and other experiences.

Frito-Lay's Tostitos brand earlier this week announced limited-edition packaging centered around specific team rituals and lucky charms which also included Snapcodes to unlock digital content.

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