PepsiCo case studies on how they’re using using to engage the Millennial consumer. You will see how mobile can be used to support product launches, intercept shoppers in-store and drive top-line sales. Case studies will cover multiple brands within PepsiCo’s stable including Pepsi, Tropicana and Frito Lay.

1. Produced by the Heartland Mobile Council
Mobile & Millennials
Jen Song, Marketing Manager, PepsiCo
Russ Fliegler, Sr. Marketing Manager, PepsiCo
@pepsico
Event hashtag #MobiU2013

2. #MobiU2013, @pepsico

3. #MobiU2013, @pepsico
ampm Mobile Coupon
• Drive trial and awareness of new innovation: Mountain Dew Kickstart
• Offer ampm shoppers value

4. #MobiU2013, @pepsico
7-11 AMP Energy Powerdash Game
• Drive traffic to 7-11
• Engage with AMP Energy consumers in a fun way

5. #MobiU2013, @pepsico
Frito Lay Back to School AR Program
• Partnership with Skylanders
• Create an in-store scavanger hunt and retail experience
• Drive incremental displays
Open the app and scan
POS or specially
marked bags!
2
Download our
Skylanders Giants 3D
Adventure
1
APP Icon
Experience the magic
and share with your
friends over e-mail,
Facebook, or Twitter!
3

6. #MobiU2013, @pepsico
7-11 Tropicana Farmstand
• Launch innovation
• Drive geo-targeted foot traffic into 7-11

7. #MobiU2013, @pepsico
Tropicana Shopkick & Target
Awareness Call-to Action Store Findability Engagement
Consumer walks
into Target
• Drive consideration of innovation
• Help shoppers find product in store

8. #MobiU2013, @pepsico
Key Takeaways
• Test and learn
• Ensure messaging is geo-targeted, if necessary
• Utilize retailer expertise and assets
• Use call-to-action to build engagement
• Leverage multiple communication channels to build scale

9. #MobiU2013, @pepsico
What excites us about the future of mobile
• Building relationships with our consumers throughout the entire purchase
cycle, especially at the point-of-decision
• Geo-targeting/geo-fencing
• Engaging consumers with unique and meaningful content
• Leveraging our exciting properties to build brand equity through mobile
marketing
• Ability to personalize messaging, value

10. #MobiU2013, @pepsico
What excites us about the future of mobile
• Building relationships with our consumers throughout the entire purchase
cycle, especially at the point-of-decision
• Geo-targeting/geo-fencing
• Engaging consumers with unique and meaningful content
• Leveraging our exciting properties to build brand equity through mobile
marketing
• Ability to personalize messaging, value