Pepsi and Lay’s are putting mobile at the core of its Rock Your Summer campaign that rewards consumers with prizes when they use their mobile device to engage with the company’s products.
Both Pepsi and Lay’s are running an interactive mobile advertising campaign within Pandora’s iPhone application. The campaign includes expandable, full-page and audio ads.
“Pepsi and Lay's, part of the same group Pepsico, are showing here that two brands' combined strategy can be very efficient both for the group and for each brand separately,” said Renaud Skalli, head of artist and label relations at MyLoveAffair.
Mr. Skalli is not affiliated with PepsiCo. He commented based on his expertise on the subject.
PepsiCo did not respond to press inquiries.
The Pepsi and Lay’s mobile ads aim to encourage users to engage and learn more about the company’s products.
The company is offering consumers a free music download, as well as other prizes when they tap on the ad.
After users tap on the ad, they are taken to a mobile-optimized landing page that encourages them to match a Pepsi and Frito Lay product by taking a photo of their match and submitting it.
Consumers can text or email their photo to firstname.lastname@example.org
Additionally, users can upload their photo via desktop or Webcam at PepsiRocksNow.com.
From there, consumers are entered for a chance to win prizes such as free music and merchandise.