Consumer Marketing

Pepsi and IntoNow Ask: If We Build It, Will They Come?

If you thought having the ability to check in to a television show or movie was innovative, welcome to the next logical step.

On the heels of a report by AdKeeper and WPP’s 24/7 Real Media that shows online users are annoyed by ads (not that a report was needed for us to know that), Pepsi is embarking on a new campaign in which viewers can check in to their new TV commercial in exchange for a bottle of Pepsi Max.

As reported by AdAge Digital, the company will honor 50, 000 coupons as an experiment to gauge the potential of interactive TV advertising, while driving trial of the product.  Already on YouTube, the TV spot featuring major league baseball players will air during MLB games through the end of 2011.

IntoNow, the start-up responsible for the technology involved with this promo, is one of the more recent additions to the media check-in space. Using their SoundPrint functionality, the IntoNow app scans the sound of what you are watching and matches it to their growing database. Think Shazam, but for video.   Users can have conversations around the shows and films they’re watching in realtime, with the press of a single button on their smartphone.

Do you think that rewarding viewers of the new Pepsi MAX commercial with freebies will drive sales or increase loyalty?

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