Pepsi encourages millennials to
hang out and earn mobile rewards
By leveraging mobile location to award
points to friends who are hanging out together, PepsiCo is attempting to add
more mobile fizz to its new loyalty program and gain an edge over Coca-Cola.
Pepsi is following in its
competitor Coca-Cola’s footsteps by allowing fans to enter codes found on
participating products to receive the in-app rewards points, but is aiming to
expand consumer outreach by offering points to those who hang out with fellow
users. Loyalty programs are a must-have for major beverage brands with
significant amounts of customer consumption, and Pepsi is likely attempting to
attract a younger demographic with its musically inclined approach.
“Pepsi is literally rewarding fans
for having fun and hanging out with friends,” said Linda Lagos, director of
marketing at PepsiCo, Purchase, NY. “One of the coolest features on Pepsi Pass
is a location-based update that will award points to friends who have
downloaded the app and are hanging out with each other.
“This happens seamlessly in the
background,” she said. “No need to tag friends, or to check in.
“Additionally, the phone’s camera
will act as a scanner of under-the-cap codes and UPC on cans to let users
quickly capture their points via product purchase. Again, letting them gain
points for their loyalty, more seamlessly than ever before.”
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