PepsiCo Inc. has teamed up with MTV and the "Rock Band" game for the “Drink Up, Rock Out” promotion. Guess which channel is being used. As part of the promotion, Pepsi has an iPhone application in the App Store that lets users transform pictures of themselves or friends into their favorite rock stars. Zumobi created the application. “Pepsi’s strategy was to extend the awareness of – and participation with – their 'Drink Up, Rock Out' national summer promotion onto iPhone and iPod touch platforms in an innovative, fresh way,” said Cindy Spodek Dickey, vice president of marketing at Zumobi, Seattle. “IPhone and iPod touch users represent a terrific combination of both Pepsi’s target audience as well as Rock Band fans. “In working with Pepsi, Zumobi’s strategy was to provide the brand with an engaging experience that complements elements of their current promotional campaign with activities that would be easy and fun to use, and that would be highly repeatable and sharable with friends,” she said. The Pepsi Rock Band app is part of Pepsi’s integrated marketing efforts for its national promotion, representing its first step into a fully branded application experience on iPhone and iPod touch.
View full article:
No comments:
Post a Comment