Pepsi is putting Snapchat barcodes on millions of soda bottles
Pepsi cans and bottles will double up as gateways to Snapchat this summer — literally.
The soda maker is leaning heavily on Snapchat to promote its limited-edition cinnamon-flavored Pepsi Fire, stamping millions of Pepsi cans and bottles across the country with Snapcodes over the next eight weeks.
Users can use these Snapcodes, which are 2-D barcodes that the Snapchat mobile app can read using a smartphone camera, to unlock exclusive branded geofilters, sponsored lenses with floating 3-D objects and even a mobile game within the app. Pepsi is the first brand to use Snapcodes to unlock a World Lens and a game on such scale, and this is also one of the brand’s biggest pushes on the platform yet.
“This is our attempt to move from brand as advertiser to brand as entertainer,” said Lauren Cohen, Pepsi’s director of marketing. “We feel that this is such a big opportunity to serve consumers in a way that they want, with something they’re already opting into.”
While the geofilters and lenses launched on Monday, the game will be available starting on Memorial Day. Called “Pepsi Summer Quest,” the Temple Run-style game opens up within Snapchat and requires the user to run through several obstacles while collecting different Pepsi flavors along the way. There are five different summer-inspired levels, which will be rolled out on the next five consecutive Mondays.
In the beach-inspired level, for example, users have to collect Pepsis and run to the finish line while dodging surfers and skateboarders. When they collect five different Pepsi flavors, they finish the game. Users are also prompted to share the link to the game on the app when they finish and can also enter a sweepstakes to win prizes like gaming consoles, a trip to Lollapalooza and a “Conan” meet and greet. The game was developed by TreSensa, a company that creates branded gamified ads on behalf of top brands.
This is not the first time Pepsi has experimented with gaming on Snapchat. Last summer, its energy drink brand Gatorade launched a Serena Williams-inspired video game ad tied to the U.S. Open inside of ESPN’s Discover channel. The ad resulted in a 14.5 percent swipe-up rate, with the average user spending more than three minutes playing the game. Pepsi was also one of the first brands to test sponsored geofilters with Crystal Pepsi and has regularly invested in Snapchat, with Cohen saying the platform is a “big part of its media mix” as it seeks to reach out to millennial consumers.
The brand’s “Snap-Unlock-Win” promotion will also be supported by digital, out-of-home and on-air advertising, and Pepsi will track engagement and time spent on the Snapchat mobile game.
“We already know that people spend over a minute on games within Snapchat,” said Cohen. “We are hoping we surpass that benchmark.”
‘Show we’re listening’: Why agencies are lending office furniture, offering WiFi stipends to employees as new pandemic-era perks
With a hybrid reality in the offing, rethinking perks to include ways to make working from home better for employees has become a focus for leaders.
‘Shopping patterns will feel longer and flatter’: Gap’s CMO on preparing for holiday campaigns
Mary Alderete on the upended marketing calendar and Gap’s plans to lean into the extended holiday season this year.
‘Race to deliver’: Pernod Ricard CMO Pam Forbus on a new anti-hate speech initiative and how the coronavirus changed the company’s marketing
Like many marketers, Forbus had to figure out what to do about the Facebook boycott as well as how to pivot the alcohol giant's marketing amid the coronavirus.
SponsoredHow artificial intelligence and machine learning power content-first newsrooms
By Chris Nguyen, executive vice president, marketing at Naviga Digital is no longer just a nice addition to a newspaper’s success, but an imperative. While print remains a key source of revenue — capturing both subscriptions and advertising — spending too much time on designing and managing printed editions has become an obstacle to digital transformation. […]
As YouTube adopts new standards, the transition from brand safety to suitability is accelerating
YouTube is currently working on a brand suitability fix based on standards defined by the Global Alliance of Responsible Media.
Bridging AI to agility, empathy and purpose will accelerate marketing’s deep consumer and client relationships
IBM CMO sees important links between technology like artificial intelligence and natural language processing with human management traits.