The Mobile Marketing Association honors Pepsi MAX campaign on IntoNow from Yahoo!
It's cross-screen marketing to the max. Pepsi MAX, that is.
The Mobile Marketing Association (MMA), the nation's top trade association for the mobile industry, recently nominated Pepsi MAX's "Clubhouse in the Corn" campaign on
IntoNow from Yahoo! for its "best in show" in the direct response category. "Clubhouse in the Corn" made second runner up for the Global Award and won the Regional Award for North America at the awards show in Los Angeles on November 17. The nomination and win shows that the MMA really knows what to look for in a cross-screen campaign.
The Pepsi MAX campaign on IntoNow from Yahoo! let Major League Baseball fans move seamlessly from the flat screen to the small screen to the real world, and share the fun with their friends. The campaign began back in April with an industry first: The first 50,000 IntoNow users to "tag" the MLB's "Clubhouse in the Corn" TV commercial using the IntoNow app on their mobile devices got an immediately redeemable electronic coupon for a 20 ounce Pepsi MAX at major retailers such as Target and CVS Pharmacy.
For more on how consumers are multi-tasking between screens, see: "How Tablets Affect TV Watching" and "TV Commercial Time = Mobile Primetime."
But that's not all. When users unlocked the coupon, their Facebook pals and Twitter followers were notified. In fact, for every person who unlocked the coupon, two to three more people from the original person's network took an action — leading to thousands upon thousands more actions.
The folks at MMA weren't the only ones to realize just how cool this successful campaign was. More than 400 news outlets, including every trade pub from Ad Age to TechCrunch, wrote articles about the campaign. That's about as viral as it gets, but then Yahoo!'s into mobile, into social and IntoNow.
For more on how Yahoo! is taking cross-screen advertising to the max, visit Yahoo! Advertising or contact your Yahoo! representative.
-- The Team