The summer is almost over, but there are still a few weeks left for Pepsi and Mountain Dew fans to turn in their codes for entries in the Iconic Summer Second Chance Sweepstakes. Prizes include VIP experiences at the 2013 World Series and the 2014 Super Bowl, meeting NASCAR drivers and a dream snowboarding trip to Jackson Hole, Wyoming.
During the Iconic Summer promotion, fans collected codes from specially marked packages, bottles and fountain drink cups. The codes were traded in for icon badges — summer symbols like beach balls, sunglasses and palm trees — which could then be redeemed for prizes or entries in the Sweepstakes.
Teaming up with PepsiCo and Quiznos Restaurants, Pongr provided the image recognition and direct response messaging platform for special Quiznos Iconic Summer cups. Customers who took a photo of the Quiznos or Pepsi logos and emailed or texted it to email@example.com instantly received a digital code on their mobile phones along with links to the contest. (See Official Rules.)
Pongr’s automated computer vision platform recognizes images of the cup from various angles and processes contest entries at any scale. Customer data shared with the photos is fully integrated with a brand’s CRM.
Pongr’s Photo Response Marketing platform is an alternative to under-the-cap code programs or using stickers or other packaging modifications. Contests and sweepstakes can activate any branded fountain drink cups, with or without additional printing.
The Iconic Summer campaign reached out to consumers wherever and whenever they might be enjoying a Pepsi beverage. By partnering with a Quick Service Restaurant such as Quiznos, the promotion took the opportunity to fill some of the customers’ idle downtime at the counter. The few minutes it takes to wait for your food is a prime window to share a contest or sweepstakes — there’s always a captive and willing audience.
Image recognition is the ideal tool for a global brand to automatically verify tens of thousands of customer-submitted photos. Pepsi has previously used Pongr technology for fountain drink cup activations for contests with Arby’s Restaurants and Fox Television’s “The X Factor.”
If you’ve been playing along, it’s now time to hurry up. The last chance to turn in your codes for entries in the Iconic Summer Second Chance Sweepstakes is August 31, 2013.
(Explore how your restaurant or convenience store can tap into the power of Photo Response Marketing with your fountain beverage cups — with absolutely no extra printing or stickers necessary. Watch our “Image Recognition for In-Store Promotions” webinar.)