Identifying Pepsico’s Purpose
The first step we take in any successful promotional campaign is to work with our clients to identify their purpose. Why are they running a promotional campaign in the first place? What is their primary goal and how can we help them achieve it? Working closely with the Pepsico team, it became clear they wanted to incentivize purchases in an engaging way and reward their loyal consumers.
Once MRi and Pepsi partnered to identify Pepsico’s latest promotional campaign’s purpose, it was time to get to work incentivizing purchases and driving consumer behavior.
Purposeful Campaign Execution
Loyal Pepsi fans are encouraged to purchase a specially marked Frito-Lay snack and a specially marked PepsiCo beverage. Consumers can then visit the promotion microsite and create a PepCoin account to link to either a Venmo or PayPal “cash account”. Once a verified pair of codes are entered, consumers earn up to 10% cash back. Every $2.00 earned will be automatically deposited into their linked Cash Account. That’s right, PepCoin is giving fans cash directly to your account!
And the fun doesn’t stop there! PepsiCo also created a social aspect where participants can show off their favorite snack & beverage pairing with the hashtag #GOODTASTEPAYS. A savvy promotional tactic, this allows Pepsico to easily collect valuable user-generated content for future social media marketing efforts! Even better than that, including a social component is an engaging and authentic way to connect with consumers. Who doesn’t scroll through their social feeds at least once a day, right? Well, Pepsico thought the same thing, and knew capturing the attention of those eyes scrolling would pay off!
Since Pepsico wanted to bring all the portfolio of products together, along with Frito-lay products, we know this was going to be a big job. Simply put, there were a lot of codes across a lot of products, and we needed to be able to support the collection and scanning of them at all.
We supported Pepsico with the creation of an attractive and effective microsite. The main hub for information about the loyalty program, Pepcoin.com featured detailed information about the official rules, commonly asked questions and anything else fans needed to know about the program.
With such a large quantity of codes being generated and scanned, we had to make sure our industry-leading unique code generation process was fully secure and operational at all times. No small task, we used MRi’s internal hardware, and continually ensured no fraudulent codes were redeemed.