20 something blokes are spending less time with their mates due to increasing work and relationship commitments. The Pepsi Max Top Mates app gives them the incentive and tools to break away into 'mate time'.
The app exemplifies two key concepts of progressive digital engagement - 'utility' and 'gamification'. App 'Stealth Tools' generate excuses with which users can fend off 'distractions'. By checking in with each other and tagging activities, users can unlock content, rewards and badges. Users can check their progress against other mates and app users in their 'Brofile'.
Users activity is amplified to the FB site, seamlessly integrating mobile with social.