PepsiCo to launch geotargeted CRM iPhone app

Share this article:
PepsiCo to launch geotargeted CRM iPhone app
PepsiCo to launch geotargeted CRM iPhone app

PepsiCo will launch a mobile loyalty application for the iPhone this month to connect consumers with fast-food restaurants that sell its products. Mobile services firm Zumobi created the app.

The “Pepsi Loot” app will use geotargeting to help consumers locate nearby restaurants, or “pop spots,” that serve Pepsi, including Pizza Hut, Arby's, Taco Bell and IHOP. It will be the soft-drink brand's first geotargeted iPhone app, said Margery Schelling, CMO for PepsiCo Foodservice.

When a consumer visits a participating location, he or she can use the app to check in and earn loyalty credits, or “Loot,” she explained, adding that Apple must approve the app before an official launch date is set.

“When you walk into a restaurant, you don't have to send in a code,” said Schelling. “You just pick up your phone and check in, and you automatically get credit for Pepsi Loot.”

Consumers can exchange points for downloads from artists such as Keane, Katherine McPhee and Jamie Cullum. Participating locations, or “pop spot partners,” can also create their own offers.

“You win cool stuff for doing something that you are going to do anyway,” Schelling said.

To promote the app, Pepsi is distributing e-mails to its database and running digital and mobile ads. The company will also use in-store signage to introduce the program to consumers.

At its launch, the app will only be available for the iPhone. However, Pepsi could expand it to other mobile platforms depending on its performance, said Schelling.

Pepsi also recently partnered with Foursquare to run retailer-specific marketing programs.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

How Amazon Ads Might Change the Game

How Amazon Ads Might Change the Game

Will the Great Recommender introduce "pretargeting" to the menu? Is it destined to become the King of Conversion? Or will its ad business simply settle in between Google's and Facebook's?

Less Than Half of Marketers Say the C-Suite "Gets" Digital

Less Than Half of Marketers Say the C-Suite ...

The long road to digital marketing leadership starts with organizational alignment, a study finds.

Candidates Hook Into Twitter

Candidates Hook Into Twitter

A digital agency for politicians puts the power of presidential electioneering into the hands of Congressional campaigns.