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February 27 2014

January 31 2014

All New York's a Stage in Super Bowl Halftime Show
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Before Bruno Mars, the Red Hot Chili Peppers or any surprise entertainers sing a note for the Super Bowl XLVIII halftime show, Pepsi will once again broadcast a 30-second intro video to pump up the stadium crowd as well as the TV audience watching on Fox

This time, Pepsi, the halftime's sponsor, has transformed New York City's iconic landscape into musical instruments as a tribute to the "host city," even though the Super Bowl will be played outside of Manhattan at MetLife Stadium in East Rutherford, N.J.

The Manhattan Bridge becomes a guitar, the Guggenheim becomes drums, trains become mixing levels and Columbus Circle becomes a turntable, among other transformations. Read more...

More about Advertising, Music, Entertainment, Pepsi, and Super Bowl

January 28 2014

Why Scarlett Johansson's Ad Was Banned From the Super Bowl
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Cheap shot, SodaStream

The do-it-yourself soda maker takes a direct tackle against Coke and Pepsi in its latest ad featuring spokesperson Scarlett Johansson. But the ad won't be seen by anyone during this year's Super Bowl broadcast — and it's not because ScarJo gets too sexy in it. (Nothing to see here, folks.)

Fox allegedly killed the ad because it was "afraid of Coke and Pepsi," SodaStream CEO Daniel Birnbaum told USA Today

“What are they afraid of?” Birnbaum asked. “Which advertiser in America doesn’t mention a competitor? This is the kind of stuff that happens in China. I’m disappointed as an American.” Read more...

More about Viral Videos, Ads, Pepsi, Coke, and Superbowl
Pepsi and Uber Unite to Unveil Live Super Bowl Shows
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Pepsi has partnered up with hot startup Uber to unveil a Super Bowl-related program that combines improv theater and practical jokery

On Tuesday and Wednesday in New York this week, Uber will offer Pepsi-sponsored "halftime shows" between 11 a.m. and 5 p.m. ET. For New Yorkers, the shows will appear as an icon on the Uber app. Ordering one prompts a 12-person team — including a six-person band and six cheerleaders — to spill out of a bus, and put on a little Super-Bowl show that lasts four minutes

It sounds corny, but Charlie Todd of Improv Everywhere is running the campaign with members of the Upright Citizens Brigade, so there might be some genuine hilarity involved Read more...

More about Marketing, Pepsi, Uber, Business, and Super Bowl Advertising

September 28 2013

Pepsi Patents Packaging to Make Your Drink More Fragrant
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PepsiCo. has long been in the market of tickling your taste buds with sweet beverages. Now, the company wants to appeal to your sense of smell, too

A Pepsi patent aims to make its beverages more fragrant by developing a to release favorable aromas as a can or bottle is opened

The aroma system uses tiny gelatin capsules that sit underneath beverage caps. The capsules, which are half the width of a human hair, rupture when the drink is opened, releasing the smell, according to Beverage Daily. The system can be used in juice and coffee beverages. Read more...

More about Patent, Inventions, Pepsi, Pepsico, and Business

September 18 2013

iTunes Radio Debuts Stations Curated by Celebs and Twitter
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New streaming music service iTunes Radio debuted Wednesday, when iOS 7 became available. Though users can create custom radio stations based on songs and artists, they can also discover music through featured stations.

Among the featured stations are those curated by guest DJs Katy Perry and 30 Seconds to Mars frontman Jared Leto. At launch, Twitter and Pepsi also offer stations.

The Twitter #music station on iTunes Radio will play songs trending on Twitter, while Pepsi's (co-branded Pulse #NOW) four stations will play trending and emerging pop, country, latin and electronic dance music. Read more...

More about Music, Itunes, Branding, Pepsi, and Jared Leto

September 08 2013

Bruno Mars Confirms Super Bowl Halftime Show Role on TV, Twitter
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The NFL announced on Sunday that Bruno Mars will headline the Super Bowl XLVIII halftime show on Feb. 2 at MetLife Stadium in East Rutherford, N.J. The 14-time Grammy nominee also appeared on Fox NFL Sunday to reveal the news in New York City’s Times Square ahead of the afternoon games.

Pepsi, the halftime-show sponsor, confirmed the news to Mashable in an email on Sunday as the news broke — a day after reports surfaced that Mars was chosen.

The 27-year-old crooner and the NFL immediately expressed their excitement on Twitter:

WE'RE GOING TO THE SUPER BOWL!!!!!!! #PepsiSBHalftime

— Bruno Mars (@brunomars) September 8, 2013 Read more...

More about Music, Entertainment, Celebrities, Nfl, and Pepsi

August 15 2013

Beyonce Fans Shake It in Pepsi's 'Dance for a Chance'
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Pepsi whipped up an exclusive "Dance for a Chance" music video, in which some of Beyonce's biggest fans are shown meeting the singer-songwriter and receiving group treatment from her very own choreographer, Chris Grant.

The eight grand prize winners were flown to New York as Pepsi's guests to meet Beyonce during a "Mrs. Carter World Tour" stop at the Barclays Center on Aug. 4. Beyonce is serving as a brand ambassador for Pepsi's "Iconic Summer," a broad fan engagement program that will include digital and social media-driven calls to action.

More about Music, Entertainment, Pepsi, Fans, and Beyonce

May 31 2013

Pepsi's 'Like Machine' Rewards Facebook Fans
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Coca-Cola and Pepsi used to compete via huge advertising campaigns, but these days, the battle seems to be over vending machine technology

Pepsi's latest weapon is the "Like Machine," which dispenses the company's soft drinks to fans who Like the brand on Facebook. As this video shows, you can either Like Pepsi on your phone or use a touchscreen on the machine to log your Like — and you'll be rewarded with a free drink of your choice. Pepsi piloted the machine at a Beyonce concert in Antwerp, Belgium, and has been encouraged by the response, so don't be surprised if you see one popping up nearby at some point. Read more...

More about Marketing, Pepsi, Coca Cola, Business, and Vending Machines

August 29 2012

Watch Michael Jackson Birthday Tribute Concert Live on Pepsi’s Twitter Page


Michael-Jackson

To celebrate the birthday of late Michael Jackson, Pepsi and Twitter will be live-streaming on Wednesday night a tribute concert from New York City.

Starting at 8:45 p.m. ET, fans who visit Pepsi's branded Twitter page or Pepsi.com/CelebrateBad25 will be able to watch live performances by Canadian singer Melanie Fiona and R&B singer-songwriter Ne-Yo.

The event is part of a Pepsi's "Live for Now" global ad campaign, which has featured other livestreamed concerts in the past. Earlier this month, the web was privvy to a stream of hip-hop star Nicki Minaj’s concert also in New York City and even had their tweets showcased on a digital billboard in New York City’s Times Square.…
Continue reading...

More About: Music, Pepsi, Twitter, brands


August 14 2012

Your Tweets During Nicki Minaj’s Concert Could Appear in Times Square



People tweeting about hip-hop star Nicki Minaj's concert Tuesday night could have their messages featured on a digital billboard in New York City's Times Square.

The Aug. 14 concert -- part of Pepsi's celebrity-infused "Live For Now" global ad campaign -- at Roseland Ballroom will be live-streamed on Twitter.com/Pepsi and Pepsi.com at 9:30 p.m. ET.

All tweets that include hashtag #NickiMinajConcert will be considered for inclusion on the billboard.

"We're putting the fans at the center," Shiv Singh, global head of digital for PepsiCo Beverages, told Mashable. "What makes it special is we're able to do it to scale thanks to Twitter and Pepsi Pulse."

Launched in April, Pepsi P
Continue reading...

More About: Entertainment, Nicki Minaj, Pepsi, Social Media, Twitter, celebrities


April 29 2011

April 20 2011

Tag a TV Ad, Get a Free Pepsi


Television-tagging iPhone application IntoNow has partnered with PepsiCo in a promotion that will reward app users with a free soda for tagging the drink-maker’s new Pepsi MAX spot.

“The basic concept is to find the Pepsi MAX commercial, tag it and select a store,” IntoNow founder and CEO Adam Cahan explains.

IntoNow will generate a unique digital coupon for the first 50,000 IntoNow users who tag the spot. The coupon can be scanned and redeemed, just like a gift card, at Target or CVS stores.

The Pepsi MAX commercial in question will begin airing Wednesday and features past and present Major League Baseball legends. The spot and the IntoNow promotion are all centered around Pepsi MAX’s MLB sponsorship. IntoNow will not be featured in the ad, but it will make a print appearance on the promo cards that Pepsi is distributing at MLB stadiums.

“This is the first time where consumers can close the funnel between a brand experience on a TV commercial right down to a real-world drink you can consume,” Cahan says.

The campaign, IntoNow’s first branded ad initiative, helps bridge the gap between digital and physical worlds via mobile phone. “The idea that these devices are with us at all times really does change the game,” says Cahan.

IntoNow “listens to” and identifies television shows in much the same way that Shazam identifies music. The Pepsi partnership represents the startup’s first foray into commercial tagging, but it’s talking with movie studios, automotive brands and other consumer packaged goods companies for similar commercial tagging campaigns.

IntoNow has roughly 600,000 users and typically sees 25,000 to 35,000 tags per day.

More About: IntoNow, MARKETING, Pepsi, pepsi max, social media campaign

For more Startups coverage:


March 29 2011

Top 5 Innovative Digital Marketing Agencies


The Digital Marketing Series is supported by HubSpot, which offers inbound marketing software that helps small and medium sized businesses get found on the Internet by the right prospects and converts more of them into leads and customers. Learn more.

Behind every great digital campaign is a great agency. Thanks to the Internet and its growing role in our lives, agencies have come a long way in the past decade, and they’ve begun to hone in on and innovate in the realm of digital marketing.

Whether the agency is a dozen people or 500, or was founded as a traditional agency or a digital agency, every creative group brings its own flair and aesthetic to its work. Here’s a look at five interactive agencies behind some of 2010′s best digital marketing campaigns, which promoted a new TV show, a community giving project, gum innovation and more.


1. Breakfast


Conan O’Brien’s team came to Breakfast on September 14, 2010, with a blimp that was to be in the air by October 1 to promote Conan’s debut on TBS. Breakfast concepted for 24 hours and decided to turn the orange blimp into Foursquare’s first constantly-moving target. (The team hacked some hardware so that the blimp would automatically update its location periodically.) The blimp was supposed to fly for just one month on the East Coast, but it ended up flying cross-country, and people drove across state lines to check in and earn the Conan Blimpspotter badge on Foursquare.

More than 18,000 people followed the blimp on Foursquare, and the blimp garnered more checkins in that 60-day span than the Empire State Building and Statue of Liberty combined.

Breakfast was also the brains behind Precious the Tweeting Bike and the recent Instaprint device, which was developed to make use of Instagram’s API and take advantage of the photo sharing that was bound to happen at SXSW.

Andrew Zolty, the shop’s creative director, says Breakfast is “not quite an ad agency, not quite an interactive agency, not quite a product company.” What they are is a trio of innovators that creates and develops new digital products and custom technology for each project and brand they service. “We’re kind of all over the place,” Zolty says. “But we try to connect the online world to the physical world.”


2. Razorfish


The 2011 Super Bowl was more than a Packers-Steelers showdown — it was also the centerpiece of an innovative auto campaign. After competitors deemed Mercedes-Benz to be old and dodgy, the German car company enlisted Razorfish to liven its image. The Razorfish team, led by Frederic Bonn, launched the first-ever Tweet Race. It was like any other race, except that the amount of gas each team could use was directly proportional to the volume of tweets it was generating. Four teams (pairs who had extant Twitter followings) competed, each with a Twitter-savvy “celebrity coach” — Serena Williams, Pete Wentz, Nick Swisher or Rev Run – who leveraged their own Twitter followings for the race. The race and the #MBTweetRace hashtag were also marketed via promoted tweets and promoted trends on Twitter.

The campaign generated more than 150,000 tweets from 21,000 users. It’s too early to say whether Mercedes sold more cars because of the campaign, but the goal was more about brand perception, and Mercedes embodied a cool, sleek and cutting-edge vibe in the eyes of consumers. “The cost we would have had for paid media to get those impressions would be very big, but we got that through earned media instead,” says Holly Mason, a program director at Razorfish.

Other prominent Razorfish campaigns include the Axe One Night Only campaign in August — which garnered 44,000 contest entries and saw more than 105 million impressions on Facebook — and the redesign of The Hollywood Reporter‘s website.

Razorfish was founded in 1995 and rapidly embraced digital media. One of its founders, Jeff Sachis, once prophesied that in the future, “Everything that can be digital, will be.” The company now has 21 patents to its name in digital marketing technology.


3. Huge


When Pepsi forwent a multi-million dollar Super Bowl buy in 2010 to host a community improvement initiative, the marketing and ad worlds were stunned. After all, “can a soda really change the world?” The Pepsi Refresh Project (PRP), designed and executed by Huge in Brooklyn, was one of the most-watched digital campaigns of 2010. The keys to its success were a “brand-agnostic platform for doing good and cause marketing” and making the project immensely “shareable,” says Kate Watts, the PRP account lead at Huge.

“I don’t think any of us really expected how powerful it would be,” says Watts. The project garnered 3.3 million “likes” on Facebook and 75 million votes, more than 60% of which were generated through referral traffic. Pepsi granted more than $20 million to 400 ideas, and the success of the campaign led PepsiCo to launch PRP once again. It was also a huge success for Huge, which earned a Social Media Agency of the Year award.

“PRP is a great example of what Huge is at its best — it’s a combo of creating a best-in-class user experience and marrying that with effective marketing to create utility for our users and drive business goals for our client,” Watts says.

She adds that the differentiator between Huge and other agencies is its eye toward simplicity and a “user-friendly approach.” Its clean aesthetic in web design is what has drawn big brands like JetBlue, Ikea and iVillage to the agency, which was founded in 1999.


4. Firstborn


Firstborn gave Twi-hards something to tweet about when it branded Eclipse gum with the stars of Twilight: Eclipse. The agency created a microsite that — when you flash the specially-branded Eclipse gum package in front of a webcam — unlocks exclusive video content. And when Wrigley was launching its 5 gum brand, Firstborn created 5react.com as an online destination for an augmented reality experience and got the product in front of consumers before it even hit the shelves. 5React started the promotion with 890,000 Facebook fans, but Firstborn’s campaigns have helped to grow the fanbase to 4.3 million fans in less than a year. The promotion was effective in part because of its utilization of Facebook Connect — 5react.com pulled in people’s Facebook photos and contacts, which created a highly personalized user experience.

Personalization guides the entire ideation process at Firstborn, which has a 65-person roster. “Our strength is being involved with the client as early as possible in the strategy and creative development phase,” says Dan LaCivita, Firstborn’s senior vice president and executive director. “We talk about business objectives, and we’re able to understand what our clients’ problems are. Then we come up with ideas and execute them.”

To improve efficiency and overall quality of work, Firstborn has grown and built out departments in-house to streamline a multi-platform production process under one roof. The next department to be built out is mobile tech and dev, showing Firstborn’s commitment to digital marketing.

Its marketing expands beyond the gum industry, too. Firstborn’s initiative for Sobe — including Skinsuit 2.0 videos and an iPad app with Jessica Szohr — was also a marquee campaign that created a lot of buzz in 2010.


5. Victors & Spoils


Perhaps the most important part of a digital agency is its creative brain trust. After all, great campaigns are born from great ideas. Victors and Spoils has that in spades — it was founded in 2010 on the premise of crowdsourcing, and it enlists a database of 5,200 freelancers around the globe, with varying degrees of experience in advertising. Each project is spearheaded by one of its 14-person staff so that there is a layer of consistency and creative direction for each project. Though V&S isn’t explicitly a digital agency –- it’s an ad agency that works in all media platforms -– it has achieved success with its digital efforts, and its innovative methods are worth noting.

When Virgin America was launching its first international route to Toronto, its Creative Director Jesse McMillin contacted Evan Fry, V&S’s Chief Creative Officer to brainstorm ways to build buzz and find a local brand ambassador in Toronto. They came up with the Virgin America Toronto Provocateur. The website V&S created — with a video of Sir Richard Branson himself — received 1,500 contest entries, which were narrowed down to 20 candidates (this seems like a small number, but candidates needed to live in Toronto, be able to do the job and submit a video, which limited the applicant pool). The site received 46,000 unique visitors and V&S helped Virgin find its cheeky new ambassador, Casie Stewart, who still functions as the provocateur.

Fry maintains that V&S is not a digital agency, but “an ad agency that does any media,” and no matter how media evolves, V&S will stay true to its crowdsourcing roots. “Technology is allowing this abundance of interested and creative people, whether they’re amateurs or professionals, to actually contribute,” Fry says. “The reason we exist is that we creatively direct and curate all the work.” This model allows V&S to let its database of freelancers to work on accounts when they’re right for the job or are interested — they can enlist people in Steamboat Springs and Jackson Hole for an outdoorsy brand, for example — and that passion creates admirable work.


Series Supported by HubSpot

The Digital Marketing Series is supported by HubSpot, which offers inbound marketing software that helps small and medium sized businesses get found on the Internet by the right prospects and converts more of them into leads and customers. HubSpot’s software platform includes tools that allow professional marketers and small business owners to manage SEO, blogging, social media, landing pages, e-mail, lead intelligence and marketing analytics. Learn more.

More About: breakfast, conan o'brien, creative agency, digital marketing, Digital Marketing Series, Firstborn, Huge, MARKETING, online marketing, Pepsi, pepsi refresh project, Razorfish, social media, social media agency, Victors + Spoils

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March 02 2011

How Brands Are Using Instagram to Reach New Audiences


From Instagram to PicPlz, Pose to Path, photo-sharing apps have become something of a phenomenon among smartphone wielders over the last few months — and where users go, brands are quick to follow.

Instagram is proving particularly popular among consumer brands, not least because it’s enjoyed the greatest growth rate in terms of users. The iPhone-only app garnered 100,000 registrations in its first week; by week 10, 1 million users had signed up for the service. At present, the platform has about 2 million registered (although not necessarily active) users, who upload around 290,000 photos per day.

Why, exactly, has Instagram proven so popular? Its stylish, intuitive interface is certainly part of the equation. Users need only snap a photo, apply an optional filter and click to simultaneously share to multiple social networks, including Instagram’s built-in network. Other users can “Like” and comment on photos to boost their popularity, and find more users to follow by browsing keywords and what’s popular, as well as search.

For brands, it offers another quick, easy way to generate and share visual content with existing fans and, thanks to Instagram’s search and browse functions, attract new ones.

Instagram first conveyed its interest in welcoming brands on the service when it introduced a new hashtags feature in late January. The startup partnered with several brands to introduce the feature, including Charity: Water, Brisk Iced Tea and NPR.

Charity: Water has asked users to raise awareness by tagging images of water with the hashtag #charitywater, and NPR is challenging followers to capture #love or #hate in an original photo, Andy Carvin, a senior strategist on NPR’s social media team, tells us. The media non-profit regularly uploads photos related to ongoing and behind-the-scenes coverage, and cross-posts many of them to Tumblr.

Brisk Iced Tea, a division of Pepsico, has gone a step further by inviting fans to tag their photos with #briskpic for a chance to be featured on a can that will be unveiled at the SXSW conference later this month. More than 1,500 photos with the hashtag have been uploaded to Instagram thus far.

“People love to capture a moment in time with their friends and share it. We saw a lot of photo-sharing-type companies at Pepsico 10… [Instagram, and other photo-sharing apps] present a big opportunity for consumer marketers,” says Pepsico’s Josh Karpf.

Beverage brand Red Bull has also taken to the platform. The company named the winner of its first #redbullwinter hashtag contest this week (in the “rural” category), and posts a “‘daily awesome’ image from any of the cultural and sports playgrounds we inhabit and fuel around the globe,” a Red Bull spokesperson explains. Applaudably, the brand doesn’t just push out its own content; it also frequently comments and “Likes” other users’ photos “that illustrate people’s ideas of getting wings,” he says.

Other brands are using the service less formally to engage with fans on a daily basis. Starbucks shares photos from events from its corporate headquarters and retail locations to its 5,500 followers. Levi’s Brazil posts photos of stylish young men and women wearing their jeans on the street, cheekily labeling some as “ass of the day.” Fashion label Kate Spade snaps shots of merchandise, iTunes songs and New York landmarks, and cross-posts them frequently to Twitter and Tumblr — something that made a great deal of sense to the “visual, image-based brand,” says Digital Marketing Manager Cecilia Liu.

Marketers from the above-mentioned companies agreed that there is no single approach for brands to take on Instagram. “Just get started and don’t be afraid to share photos and see what your followers say about them,” advises Josh Riedel, Instagram’s manager of community and partnerships, noting that NPR was wise to solicit feedback from followers from day one.

“Whatever [marketers] do, they should not lose sight of Instagram’s core mission: sharing a passion for photography and stunning images,” the spokesperson from Red Bull says. We couldn’t agree more.





Brisk Iced Tea on Instagram.





More than 1,500 photos tagged with #briskpic have been uploaded thus far.





Kate Spade snaps and shares photos of merchandise.





Kate Spade frequently shares what's on the brand's iTunes playlist.





Kate Spade shoots recognizable landmarks around New York.





NPR shares photos related to ongoing coverage.





NPR shares photos related to ongoing coverage.





Red Bull on Instagram.





The winner of Red Bull's first hashtag contest.

More About: brands, brisk iced tea, business, instagram, iphone app, kate spade, MARKETING, Pepsi, red bull, social media, social media marketing, starbucks

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January 06 2011

PepsiCo Snafu Illustrates Dangers of Crowd Sourcing


In an example that showcases the downside of crowd sourcing, PepsiCo encouraged fans to make a Super Bowl ad and wound up offending some Catholics.

The company got some flak for an ad that appeared on its website that some thought endorsed replacing communion wafers and wine with Pepsi Max and Doritos. The maker of the ad, a Philadelphia firm called Media Wave Productions, however, says that interpretation is way off base.

The ad, which has been taken off Pepsi’s website and YouTube, features a pastor who is losing his flock, so he prays and hears the sound of crunching and soda pouring. “Got it,” he answers. The next shot shows dozens of people of various denominations at the church lined up to get Doritos and Pepsi Max.

After Media Wave submitted the ad in early November, a number of Catholic groups, including one called America Needs Fatima, took issue with the ad, which the group believed mocks the Holy Eucharist. That group started an online petition to ask Pepsi to reject the ad.

Pepsi eventually did. When the 10 finalists for the contest were chosen on January 3, the ad, called “Feed Your Flock,” was not among them. Pepsi rep Lindsay Anthony apologizes to anyone who had taken offense. “The video was not created by Doritos or Pepsi MAX and was one of over 5,600 entries we received,” says Anthony. “With such a significant number of submissions, you get a pretty wide range of concepts.  We apologize to anyone that was upset or offended by this consumer submission.”

Dave Williams, president of MediaWave, says he pulled the ad from Pepsi’s site and from YouTube. “We felt bad,” he says. “Our intention was to win, not to offend.”

The Pepsi contest, now in its fifth year, dangles $1 million if one of the ads tops USA Today’s AdMeter, $600,000 for No. 2 and $400,000 for No. 3. If the Pepsi Max and Doritos ads take the top three positions on that poll, the company will award another $1 million to each, for a total of $5 million.

PepsiCo will choose six winners among the final 10 and run the six ads during the game. The top 10 spots can be viewed here.

More About: advertising, crowdsourced, MARKETING, Pepsi, Super Bowl

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December 16 2010

Lipton Brisk Rolls Out Interactive Murals


Lipton’s Brisk Tea has rolled out a program with Stickybits that celebrates urban artists with interactive murals.

Four street murals — two in Los Angeles and two in New York — are based on various artists’ interpretations of new 24 oz. Lipton Brisk cans. The effort follows the launch of cans sporting artwork from Tristan Eaton, Sopa and McFaul Studio earlier this year.

In an interactive twist, each mural contains a scannable Stickybits barcode, which, when scanned with the Stickybits app [iTunes link], serves up a time-lapse video of the mural’s creation. After that, users are prompted to scan a Lipton Brisk can to enter to win an Xbox 360.

That’s not the only mobile push for Lipton Brisk right now. The brand also has a program running in Hess convenience stores where consumers can check in to get a special deal and enter to win free gas for a year.

More About: Lipton brisk, Pepsi, stickybits


December 15 2010

Pepsi Refresh Project Netted 61 Million Votes


Pepsi’s social media/philanthropic Refresh Project got more than 61 million responses and funded various initiatives including the construction of 26 parks and playgrounds in 2010, according to the brand.

The program, which Pepsi chose to focus on rather than take part in the Super Bowl this year, not only funded various philanthropic initiatives presented by consumers (outlined below), but set the benchmark for engagement, says Shiv Singh, head of digital for PepsiCo Beverages North America.

“It was such a new, different initiative that goals weren’t established,” says Singh. “We had no sense that each idea would get so much response.”

Consumers cast 61 million votes— compared to about 89 million for the 2010 U.S. general election — on refresheverything.com to make a case for their various causes, the company said. Pepsi has pledged to give away $20 million via the program. To date, the program has given about $14.6 million to fund 352 ideas. The site also got 1.6 million comments.

Pepsi will advertise its Pepsi Max brand in the 2011 Super Bowl, marking a return to the game, but Singh said that the brand remains committed to the Refresh Project in 2011. “We’re absolutely not moving away from this,” he says. “We’re coming back in 2011 with the same amount of funding.” Pepsi announced in September that it planned to expand the Refresh Project internationally.

Here’s the list of Refresh Project-funded causes in 2010:

  • 26 parks and playgrounds that have been built or improved.
  • 30 prom outfits that have been donated to high school seniors who could not afford them.
  • 54 schools that have been improved.
  • 159 iPods/smartboards that have been installed in classrooms.
  • 3,800 animals that have been saved or treated.
  • 4,500 donations in dollars raised in addition to Pepsi Refresh Project funding.
  • 23,000  volunteers involved in the Project.
  • 1,000 pajamas that have been donated to those in need.
  • 123,332 miles grantees have traveled by foot, bike and skate on Pepsi Refresh Project-funded action trips.
  • 1 million people impacted by grantees over the course of the Pepsi Refresh Project.
  • $3.2 million of additional funding leveraged.

More About: Pepsi, pepsi refresh, social good, social media

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November 19 2010

Foursquare Partnership Seeks to Reinvent Grocery Store Loyalty Program


Safeway and PepsiCo are teaming up with Foursquare to reinvent the way grocery store shoppers think about location-based rewards and checkins. As part of the deal, Safeway has integrated Foursquare into its VonsClub loyalty program for a three-month pilot program that kicks off today.

The crux of the program is that VonsClub members can now link their Foursquare accounts to unlock PepsiCo rewards every time they shop.

Shoppers who link their accounts will earn instant Foursquare rewards on PepsiCo products — in the form of coupons printed at the register — at the time of sale. Rewards are also personalized to the user and tied to the types of badges a Foursquare user has already unlocked.

The program is being tested at roughly 300 Vons grocery stores in southern California, as first reported by Fast Company.

Foursquare and Vons Club members can optionally select to have the system automatically check them in at the time of purchase, via VonsClub card swipe, and send out a shout on Foursquare when they unlock a reward.

The whole program is deeply integrated into Safeway’s point-of-sale system and existing loyalty program. It’s modeled around Tasti D-Lite’s avant garde loyalty program introduced earlier this year, we hear.

For Foursquare, this partnership is not about the kind of deals you can find from competing services such as Facebook Places, but instead is focused around actual customer loyalty.

“One powerful use of Foursquare is helping consumers socialize their loyalty, to offer experiences that go beyond a simple card and are truly tailored to them as individuals,” Tristan Walker, Foursquare’s head of business development tells Mashable. “If I earn the Gym Rat badge, that says something about me that a couple of stamps on a punch card or scan of a loyalty card cannot; we want to explore ways for consumers and retailers to both benefit from that. With nearly five million users, Foursquare is perfectly positioned to move this idea forward.”

Mashable has also learned that Catalina Marketing played a significant role in today’s announcement. The company powers the coupons that get printed out at registers at thousands of retailers across the nation.

Image courtesy of Fast Company

More About: loyalty program, MARKETING, Pepsi, safeway, vonsclub

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November 04 2010

Pepsi Fans Pledge to Recycle on Facebook


PepsiCo has launched a new Facebook application that aims to encourage Pepsi drinkers to commit to recycling their used bottles and cans, and recruit their Facebook friends to do the same.

The Bottle Promise application, a part of Pepsi’s Dream Machine Facebook Page, allows fans to create virtual bottles and cans that they can share on Facebook to solicit recycling pledges from friends. Pepsi plans to reward the top 100 Facebook members who sign up the most recruits with 1,000 rewards points for use on Greenopolis.com.

The application offers a virtual tie-in to Pepsi’s real-world recycling efforts. For those unfamiliar, the Pepsi Dream Machine is like the inverse of a typical soda machine. Instead of dispensing cola, the machines serve as recycling collection kiosks that reward recyclers with points for their efforts.

Pepsi has deployed a combination of these intelligent machines and standard recycling bins, 600 in total, across the U.S., and the company works with waste management departments to manage pick-up of the recycled goods.

Facebook’s platform has become a perfect distribution channel for social good campaigns of this variety. The Bottle Promise application is designed to tap into the network effect of the site and could be a more effective vehicle for Pepsi to drive its recycling cause.

More About: facebook, facebook application, Pepsi, recycling, social good

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