Pepsi Pass, a newly introduced App that is already ranked in the Top Ten Apps for iOS on App Annie’s Food & Drink category charts, has integrated Rewards program within its app to make summer more fun with rewards that resonate with the target audience. The Rewards Program, is unique as it allows consumers earn points by simply hanging out with their friends who also have the app. By downloading and signing up for Pepsi Pass, consumers can enter for a chance at hourly ticket prize-wins, or access a universe of prizes ranging from trips to the summer’s top music festivals and concerts, a VIP experience during MLB All-Star Week in Cincinnati and dining credit with a range of Pepsi partner restaurants.
According to a Press Release, the rewards that are available to make for an Exhilarating Rewards experience for Pepsi Pass users are:
- Pepsi, through its new partnership with Live Nation, will send fans on a VIP experience to one of summer’s most buzzed about music festivals, Lollapalooza.
- Pepsi and iHeartRadio join forces for another season to bring fans tickets to the iHeartRadio Music Festival in Las Vegas.
- Pepsi will send a few lucky fans to the MTV Video Music Awards in August.
- Summer would not be complete without baseball and Pepsi is working with MLB to bring VIP experiences to fans including anMLB All-Star Week package, viewing of batting practice, field-level tickets to regular season games and more.
- Hundreds of hospitality and food prizes await fans including hotel stays at SLS Las Vegas and Miami and gift cards forApplebee’s, Hard Rock Cafe and more.
The Rewards are also available for purchases made at partner outlets. If you go with your friends you get more points. Pepsi has also promoted the App with an Instagram post.
In addition to tapping into consumer behavior of rewarding audiences for the App download and hanging out with friends, the App rewards audiences for purchases with rewards that are most likely to resonate with and exhilarate the core target audience.
To create exhilarating and differentiating reward experiences in an App, Pepsi Pass targets the core consumer behavior that can be rewarded with prizes and rewards. In a mobile-first world it means designing rewards that can help with brand discovery and make the brand salient with an app that rewards users with the prizes and points for what the user is most excited about. Using social media channels to promote the app helps connect with the core target audience, while bringing in referrals. Pepsi Pass design is unique as it leverages the mobile behavior of the audience and the usage of social media lets the users earn more points by referring the app to their friends.