In 2010 we have begun to see brands take advantage of the opportunities that have arisen with an increasing smartphone audience.
Pepsi have announced the release of their geo-location app, Pepsi Loot. The app is Pepsi’s version of Foursquare; users ‘check-in’ to locations that serve Pepsi (Pepsi ‘Pop Spots” and are rewarded with a free music download. For the first check in, you’ll receive one Pepsi Loot credit—enough to download a free song—and one credit for every three check ins after. Although it is a great example of a brand embracing the latest technological advances, it will be interesting to see if consumers will bother to use the dedicated Pepsi app, instead of their other geo-location apps. Could Pepsi be missing a trick by not integrating the loyalty scheme directly into a geo-location app with an established user base such as Foursquare, Gowalla or Brightkite?
Customer World points out the inaccessibility of the loyalty program to those without smartphones, and more importantly, how this brand behaviour will struggle to extend to the emerging markets.
The Pepsi Loot app is currently only available in the Apple app store.
Have a read of the original Mobile Behaviour post here
