Pepsi uses QR codes

From Brand Republic

"LONDON - Pepsi has kicked off a mobile campaign where consumers can get content for their mobile phones by taking a picture of a "quick response" code on its cans and bottles.

Britvic and PepsiCo plan to put the QR codes on 400 million cans and bottles.

Consumers can take a picture of the code with their mobile phone camera, which will automatically redirect them to a WAP site. Here, they will receive entertainment, or a kick, on their mobile phone.
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The prizes include advice from life coach Rusty Champion, Pro Evolution Soccer and Project Gotham racing games, ringtones and wallpapers. Frequent visitors will be rewarded for their loyalty with exclusive content.

The QR codes will feature on all Pepsi brands, which include Pepsi, Diet Pepsi and Pepsi Max.

Ahmed Abdel-Karim, the marketing manager for Pepsi UK, said: "Pepsi is using QR codes to connect with, and engage, consumers in a new and exciting way wherever they are."

QR codes have been used by advertisers in Japan for a number of years."

There are 4 key aspects that I find interesting about this.

1. As far as I can see it is the biggest use in the UK of this media/technology. Let's see if it opens the floodgates.

2. The Japanese have been using these codes for ages and it is completely ingrained into their way of life.

3. There's still a barrier to QR codes working. I tired to install the software on my BlackBerry and my Nokia but couldn't get either to work. Maybe I am being an idiot. But either way it needs to work better from a usability point of view.

4. I am really excited about the potential of using QR codes from an alcoholic drinks perspective. It could provide a brilliant way of providing connoisseurship information in on-trade environments.

Guinness Passport to Greatness

From the Publicis Contagious Newsletter:

"Traveling abroad can be tricky; coping with language barriers and jet lag puts us in a state of almost constant confusion. When touring for sporting events, these effects can be multiplied, thanks to the heady potential of victory -or dramatic failure - mixed with alcohol and adrenalin.

In a nifty and insightful campaign to mark its sponsorship as the official beer of the Hong Kong Sevens rugby tournament, Guinness, through OgilvyOne Worldwide, Hong Kong, has launched a mobile application to help the estimated 20,000 overseas visitors to navigate the city and cope with the language barrier.

The campaign, supported by mobile experts the Hyperfactory and mobile city and phrasebook creators XS2TheWorld, offers a ‘passport to greatness’ containing useful information about the tournament to be accessed via mobile. Fans can use their mobiles to discover match schedules, team selections, stadium information and a city guide to Hong Kong, as well as reviews of matches and maps, with locations of Guinness-serving establishments highlighted.

But all that is nothing compared to the application’s top feature, broadcasting key phrases in Cantonese through mobile handsets’ loudspeakers, to help visitors make themselves understood. The pre-progammed phrases include asking for numerous addresses around the city, including key stadium locations, directions to ATMs, and, of course, another round of Guinness please.

The passport can be downloaded from www.guinness.com.hk/xtra and then Hong Kong is your oyster."

Jennie will walk you to your next drink

This is an interesting idea from Johnnie Walker. As reported in Brand Strategy's blog, Jennie is a digital avatar that sits on your mobile and directs you to JW-partnered events, promos and bars, and will help you order a cab home.

More in Contagious.

This launched in Singapore. Agency: OgilvyOne

Innovative Map Media

Interesting use of the mobile internet in Japan to promote Kirin Beer. Linking in with GPS and mobile maps, Kirin delivered an ad message and flagged the nearest bars that stocked their product.