10 startups win PepsiCo support

PepsiCo has named the winners of its first PepsiCo10 incubator program, which is matching its brands with media, communications and technology entrepreneurs to create digital media and social marketing programs. Here's no surprise: many of the winning companies operate under the direct marketing umbrella.

Here are sentence-long profiles of a few winners:

• AisleBuyer is a mobile shopping platform that uses smartphone technology to improve in-store shopping experiences.

• TableTop Media has created a wireless touchscreen device that enables consumers at restaurants to order and check out from their tables.

• Miso is a social platform that allows consumers to check in while watching their favorite television shows. Those who do so can earn points, unlock badges and presumably earn rewards from marketers at some point in the future.

• MotiveCast is a loyalty- and reward-based mobile gaming solution that engages consumers with augmented reality and location-based services.

PepsiCo's plan is for company employees, venture capital partners, social media news website Mashable and its various marketing and PR agencies to support the startups to produce initiatives by this year's fourth quarter.