Pepsi Co. is running a one-of-a-kind multichannel mobile campaign leading up to Super Bowl XLV.

One50One created a mobile Web site, microsite, application, an SMS experience and the option to scan a QR code for the Pepsi initiative. The URL for the mobile site, the QR code and the SMS call to action are being publicized on all point of sale materials nationwide.

?Latinos have strongly adopted digital media into their daily lives to open doors and expose them to new experiences,? said Javier Farfan, director of multicultural strategy at Pepsi, Seattle. ?They rely on mobile daily for a wide range of needs ? from being a primary source of information, to staying connected with family and friends. 

?Pepsi has always been an innovative brand and market leader in consumer engagement,? he said. ?That said, we believe in engaging our Latino consumers in multiple ways that are natural to their experiences.? 

Super Bowl poster
The Pepsi National Hispanic Superbowl campaign mobile site can be found at http://www.pepsicampeones.com.

On the site consumers are asked to celebrate Super Bowl XLV with a free customized poster, courtesy of Pepsi. The poster is part of the official Pepsi Familia de Campeones Super Bowl XLV Collector?s Edition.

Consumers can upload a family photo, edit it, place it into one of 16 NFL team templates or the official Superbowl XLV template, preview it and send it off to fulfillment. They get the poster within 4-6 weeks.

Each poster is 18? X 24? and features a picture participants select of their family and the family name.

To get the poster, participants must fill out a form with their name, phone number, address and such. Once all the information is provided, consumers are routed to http://www.pepsicampeones.mobi, where they actually design the poster as described above.

Promotional push
To promote the campaign, the mobile URL, a QR code and the SMS call to action were promoted on POS materials in Hispanic-targeted locations nationwide. 

Here is a screen grab:

Consumers can text the keyword FAMILIA to the short code 73774 or take a picture of the QR code on the POS materials.

The mobile experiences also lets local Dallas consumers sign up their families for the Familia De Campeones Competition, where different families compete against one another to win prizes.

Participants can use the mobile site and application to view static competition scores and official family standings and have the opportunity to win tickets to the Super Bowl.

?Including a mobile component within Pepsi's Familia de Campeones [Family of Champions] contest made sense as mobile is a natural channel for Latino consumers, making our activities seamless, such as uploading their favorite family photo and opting-in to receive The Official Pepsi Familia de Campeones Super Bowl XLV Collector?s Edition,? Mr. Farfan said.

?For our Dallas-based Latino families, mobile is the catalyst that encourages them to conveniently sign up to compete to win six tickets to Super Bowl XLV,? he said. ?We recognize the implications this technology has on our promotions, and will continue to use it to fuel deeper engagement and conversation with our consumers.?