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Pepsi's Worldwide Summer Time Campaign Utilizes Foursquare as Key Component

By Guest Blogger, Donna DeClemente, Donna's Promo Talk

Pepsi is encouraging consumers to celebrate "Summer Time" by visiting various destinations around the world and checking in on Foursquare. In return, they will be rewarding fans with a new Summer Fun Foursquare badge and chances to win prizes.

PepsiSummerTime Foursquare is a key component of Pepsi's "Summer Time is Pepsi Time" campaign which they kicked off over the July 4 weekend along with the campaign's second TV spot, "Uncle Teddy". Pepsi is utilizing it's social media sites and first previewed this ad on on their Facebook Page and YouTube page before broadcasting it later on national TV during "America's Got Talent." Here it is.

At the end of the ad you'll see the Foursquare message which invites viewers to follow Pepsi on Foursquare to "unlock summer fun." This is the first time a major brand has integrated Foursquare on National TV. So as more and more of us now have smart phones, this may be the beginning of a new social media promotional trend.

Pepsi-summer-fun-foursquare-badge-150x150Here's how it works. Fans can follow Pepsi on Foursquare and see different locations from around the world that Pepsi has designated. These mainly include beaches, parks, ballparks, concert venues and pools. Right now I'm seeing locations such as the Great Lawn in Central Park, Navy Pier in Chicago, Santa Monica Pier, San Diego Zoo and Chase Field, among others. Fans who check in from any of these locations earn badges, which then qualify them for entry into a sweepstakes for prizes. It appears Pepsi hasn't unveiled what the prizes will be yet or has the official rules posted that I can find.

Besides Facebook, Pepsi is also heavily utilizing their Twitter page to get the word out about this campaign. They made a media buy on Twitter over the July 4th weekend that was delivered to Twitter followers of the hashtag #Happy4thofJuly. They also have purchased some online ads and have created in-store promotional materials that include a QR code that when scanned enables the user to connect to the campaign commercials or other content.

Results so far show that Pepsi has been the top trending Brand on Foursquare since July 3, and there are now over 1.5 million views of the "Uncle Teddy" video on YouTube. Sounds like a fun promotion to be involved in. May be more impressive to get the badge then to win the prizes. We'll have to wait and see.


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