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Pepsi, Yahoo Restore Loyalty Program

Pepsi-Cola North America and Yahoo have revived Pepsistuff.com, an online promotion site that allows Pepsi and Mountain Dew consumers to earn loyalty points for a range of rewards.

Introduced last year, the program was relaunched Oct. 2 after a period of inactivity. It offers merchandise worth an estimated $20 million. Yahoo, Sunnyvale, CA, manages the promotion for Pepsi, Purchase, NY.

Consumers receive points from 1.2 billion specially marked 20-ounce and 1-liter bottles or fountain cups of Pepsi brands. These include Pepsi, Pepsi One, Mountain Dew, Diet Mountain Dew, Wild Cherry Pepsi, Mug Root Beer and Orange Slice.

Bottles and cups are marked with the legend, “Pepsistuff.com, powered by Yahoo!” Under each cap or on fountain cup game pieces are a unique 10-digit alphanumeric code.

Consumers open a Yahoo account by visiting Pepsistuff.com or Dewstuff.com, which will tell the worth of each code. People can win from 100 to 1,000 points, or merchandise can be won instantly. Points can be redeemed for digital awards and music, and online retailer discounts. Participants can add points to their account for redemption until the program ends Jan. 31.

Interactive agency Tribal DDB Dallas has developed 200 digital rewards for Pepsistuff.com, including branded games, digital toys, desktop themes, animated shorts and screensavers. Participating merchants include Sony Music, Sam Goody, Sony Pictures Entertainment and Universal Music Group.

To promote Pepsistuff.com, two new television spots featuring the Smashmouth and 3LW bands will go on air next year and run through fall. BBDO New York, created the spots. Three radio spots will support the effort.

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