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Pepsi, Lay?s heat up mobile efforts with interactive summer campaign

Pepsi and Lay?s are putting mobile at the core of its Rock Your Summer campaign that rewards consumers with prizes when they use their mobile device to engage with the company?s products.

Both Pepsi and Lay?s are running an interactive mobile advertising campaign within Pandora?s iPhone application. The campaign includes expandable, full-page and audio ads.

?Pepsi and Lay's, part of the same group Pepsico, are showing here that two brands' combined strategy can be very efficient both for the group and for each brand separately,? said Renaud Skalli, head of artist and label relations at MyLoveAffair.  

Mr. Skalli is not affiliated with PepsiCo. He commented based on his expertise on the subject.

PepsiCo did not respond to press inquiries.

Mobile summer
The Pepsi and Lay?s mobile ads aim to encourage users to engage and learn more about the company?s products.

The company is offering consumers a free music download, as well as other prizes when they tap on the ad.

After users tap on the ad, they are taken to a mobile-optimized landing page that encourages them to match a Pepsi and Frito Lay product by taking a photo of their match and submitting it.

Consumers can text or email their photo to

Additionally, users can upload their photo via desktop or Webcam at

From there, consumers are entered for a chance to win prizes such as free music and merchandise.

Incentive anyone?
A campaign such as this is not only timely, but engaging.

By offering an incentive, PepsiCo is giving consumers a reason to tap on the mobile ad.

Additionally, by offering consumers different ways to submit the picture of their match is convenient.

Not only can on-the-go consumers submit it via SMS or email, but those that are unable to can use their PC.

?Looking at both of these brands' consumers, it also seems like they are very complementary and that this pair works great together,? Mr. Skalli said. 

?Just like when a celebrity works with a brand, here again, we get a proof that two strong brands together can become very powerful,? he said.

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York