Pepsi is using Snapchat to promote its new limited-edition beverage, Pepsi Fire, and give fans the chance to win a range of prizes.

Pepsi Fire arrives in stores from 22 May for an eight-week period and, to coincide with this release, specially marked packs of Fire, Pepsi, Pepsi Zero Sugar and Pepsi Wild Cherry will feature a Snapcode, as part of the brand’s ‘Snap-unlock-win’ promotion.

By scanning the Snapcode, fans will unlock ‘unique lenses, geofilters and a new Pepsi mobile game’ – which, if unlocked, will give 10 winners per day prizes, including games consoles, festival experiences, and to meet TBS’s Conan O’Brien after attending a taping of his show.

“We know Pepsi fans love spending time on Snapchat, and we are excited to offer them a chance to Snap their way to one of one-thousand gaming consoles, a trip to Lollapalooza or a Conan show meet-and-greet,” said Lauren Cohen, director of marketing at Pepsi.

The promotion will run until 16 July and be supported by digital, out of home and on-air advertising – which will include ‘special content’ from Conan O’Brien across digital, social and TV.