Monday, June 7, 2010

PepsiCo Foodservice launches mobile loyalty iPhone application to reward beverage consumption

PepsiCo Foodservice launched a mobile loyalty program last week that rewards consumers for visiting restaurants that serve Pepsi beverages. Similar to the popular restaurant locator and menu ordering application from Just Enjoy ( which is also available on the Apple and Android app stores, Pepsi uses LBS-based technology to show a map of nearby restaurants that serve Pepsi beverages, called Pop Spots.

The Pepsi Loot iPhone application rewards consumers with free song tracks provided exclusively for Pepsi Loot users from artists such as the Neon Trees, Tamar Kaprelian and Semi Precious Weapons.  “The strategic reason is we are always looking to connect with consumers and customers in ways that allow us to create better engaging experiences,” said Margery Schelling, chief marketing officer of PepsiCo Foodservice, Purchase, NY in an article in today’s Mobile Daily.  The Pepsi Loot application was created by Zumobi. Pepsi is using mobile and online advertising to drive consumers to download the Pepsi Loot application.

Other information is available to users, such as address, cuisine type and introductions to the restaurant’s Facebook and Twitter pages. Once the consumer has arrived at a Pop Spot, the geo-location technology of the iPhone enables the consumer to “check in” to earn Loot. After the first check-in, and every three check-ins thereafter, the consumer earns a free digital song download at the Pepsi Loot Store,

The Pepsi Loot Store includes more than 250,000 songs from a catalog of chart-topping artists. In addition to providing free exclusive tracks, Pepsi Loot artists contributed behind-the-scenes personal videos, available at the Pepsi Loot YouTube channel,

“Mobile is very important to Pepsi’s overall marketing strategy and it is becoming increasingly important for Pepsi Food Service. Mobile is the way that consumers are living their lives.”

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