Pepsi directs drinkers to microsites via on-product promotions

An under-the-cap promotion, linking products with microsites, is Pepsi’s next online venture.

by Helen Leggatt

An under-the-cap promotion, linking products with microsites, is Pepsi’s next online venture.

Following on from huge traffic hits resulting from their sponsorship of the Super Bowl half time show, along with premier ad spots, Pepsi is launching an on-product code competition that encourages consumers to log on and visit a variety of marketing microsites.

Codes will be distributed on various Pepsi products, via newsletters such as Pepsi Xtras and Dewsletter and through instant messaging.

Pepsi’s agency, Tribal DDB Dallas, has developed a series of about 10 different creative treatments which will be applied to cans bearing the codes. Each product, from across the Pepsi range, will also contain a unique URL that the consumer has to visit to enter the code. Large prizes can be won daily, and on the current “Free Ride” microsite entrants can win a Subaru Impreza WRX daily, and $20 can be won every single minute of the 10 week campaign.

The microsites are interactive including games, downloadable instant messenger icons, a comprehensive graphics tool to let vistors customize their own Subaru, plus the car brand showcases new models.

The Free Ride campaign sees Pepsi partner with Yahoo, as entrants will need to register for a Yahoo account before they are able to enter the microsite, although codes can also be texted.