Iconic Summer: Pepsi and Quiznos Use Pongr’s Image Recognition to Make Fountain Drinks Interactive

Pepsi is using Pongr's computer vision and direct response technology as part of its Iconic Summer promotional campaign.

Pepsi is using Pongr’s computer vision and direct response technology as part of its Iconic Summer promotional campaign.

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 iconic@pepsico.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.

no stickers or pull tabs on the cups for codes -- all digital save on printing costs (add-ons)

Pongr provided the image recognition technology for this Quiznos-Pepsi co-branded promotion.

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.

iconic summer prizes

Iconic Summer Sweepstakes Prizes include VIP experiences at the 2013 World Series and 2014 Super Bowl.

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.

iconic summer-mobile pics

Customers’ mobile photos inside Quiznos Restaurants served as their entries in the Iconic Summer Second Chance Sweepstakes.

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.”

scale and automation (double click to enlarge image)

CALL TO ACTION – More details on the fountain drink component of the Iconic Summer Sweepstakes. (Double click to enlarge image.)

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.)

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