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PepsiCo Raises the Bar with Social Vending System

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Companies everywhere are rushing to engage their customers. They’re figuring out how critical social media is to their business and they’re doing something about it. Every day, I read about which brands are building what types of community. No one, however, has even come remotely close to what PepsiCo is doing. The soft drink giant is bringing social to the point of sale in a very VERY cool way.

Using the latest in technology, the Social Vending System will let you send a gift to someone by choosing one of the available beverages. You’ll enter the recipient’s name, cell number and a message to them. You can even add a bit more of a personal flair by adding a small video to your gift. All of this is done right at the machine as you’re buying your own drink. Your gift will be sent to the friend with a special code and instructions for redemption at any PepsiCo Social Vending System. Once they cash in their present, they are given an option to send something back to you or pay it forward by purchasing a libation for someone else.

How insanely cool is this? Pepsi is encouraging their community – all of YOU – to engage each other while bringing a smile to someone’s face. This does something quite important for the company: it builds a level of goodwill that is unparalleled. When your customers get that warm fuzzy feeling in relation to something you are doing, that will – in turn – build up their trust in you.

Customers who jump at the chance to use the Social Vending System are almost guaranteed to be repeat customers. Mark my words: people are going to be all over this like the proverbial flies with honey. The friends who receive the gifts are going to send some Pepsi or Dew to their friends. Soon, you’re going to have one hell of a lot of consumers guzzling down your fizzy sodas while congratulating themselves for doing a good deed.

How is this not full of win? Yes – I actually used that sentiment. I honestly cannot come up with a better description for how much I love this campaign and this huge leap into the lead among brands vying for their target audience’s attention on social networking sites.

Well played, PepsiCo. Well played.


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