Pepsi Makes Your Day 159Here is how it worked. Participants bought a family pack of Pepsi and found
the unique promotional code on the underside of the lid. They would text the
code to a number on the pack and receive an interactive voice response (IVR)
call with a message from Seda Sayan congratulating them for winning 10
FAUs. The message also informed them that a special Pepsi promo tone had
been assigned to their mobile for the next 24 hours, winning them extra
credits whenever people called their phone and listened to the message.
Whenever anyone called the participants during that 24 hours they would
hear the Pepsi RBT and a message informing them that their friend had earned
free mobile airtime units with Pepsi, and that they could do the same by
simply texting in the code from special promotional family packs of Pepsi.
‘Drink Pepsi, text the code and you can win too! Pepsi makes your day!’, it
concluded.
Consumers were free to opt out of the messages at any time. However, con-
sumer engagement was so high that the overall opt-out rate of the Pepsi
promo tone was just 1.3 per cent. Both the IVR recordings and the promo
tones were changed frequently throughout the campaign, keeping them
fresh, maintaining the engagement and fostering word-of-mouth propagation
of the Pepsi promotion. On average, four different people called the partici-
pants during the day, all of them exposed to different promo tones, amplifying
the viral effect of the promotion.
The campaign used several other mobile marketing tools, including wap
banners, mobile games, wallpapers and Pepsi ringtones. Turkcell’s recently
launched ‘Click-to-Win’ mobile application was also tested for the first time
during the campaign.
Results
A total of 3.3 million unique individuals participated in the campaign, almost
doubling previous promotions. Four out of every five participants were first-
time participants who hadn’t entered any Pepsi promotion in the past.