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Pepsi’s Propel Zero Water rewards athletes via mobile apps

March 26, 2012

The Propel mobile reward

Pepsi’s Propel Zero Water brand is giving athletes a free taste of its product as a reward for using their favorite applications including MapMyRun and Nexercise.

Consumers who have downloaded the mobile apps have the chance to receive packets of the water brand’s powdered mix packets. Pepsi is working with mobile rewards system Kiip on this initiative.

“The strategy is to drive audience awareness and trial of the Propel packet product to health-conscious audiences,” said Brian Wong, founder/CEO of Kiip, San Francisco.

“The beauty of the role of Kiip in the entire picture here is that we are able to pinpoint active audiences in these apps — most that fall in genres that imply different interests,” he said.

“By enabling Propel to reward and to essentially reciprocate the behaviors that folks are already taking, there is the chance to make a real impact while leveraging a moment that already exists.”

Mobile power
In order to qualify for a free packet of Propel mix, users must complete a workout session on one of the apps.

Once consumers have recorded a workout, Kiip then targets specific users to reward them with the offer.

A full-page offer then appears and users can enter their email address to claim their prize. Users can also choose to send the offer to a friend, which helps spread awareness.

Once a user interacts with the piece of content, they can tap to return to the app, similar to an expandable banner ad. Keeping users in the same experience is smart because it does not require any additional work from a consumer.

An initiative such as this from Pepsi is a great way for brands to use mobile apps to give users relevant offers and deals.

Additionally, by tying the mobile reward to an email address, the company can build up its database to target consumers who might be interested in receiving future deals.

Digital gulp
Giving users a reward inside an app that they most likely use on a daily basis, such as a workout app, can be a great way for consumer packaged goods brands to promote their products.

The Propel campaign is also targeted towards a niche group of mobile users, which helps make marketing efforts more specific and tailored.

Pepsi is not the only company tapping mobile rewards for users.

Most recently, Unilever’s Dove Men+Care tapped the television check-in app Viggle to reward sports fans for watching the 2012 NCAA Men’s Division Basketball Tournament (see story).

According to Mr. Wong, mobile rewards also increase app retention, helping the high drop-off rates of mobile apps.

In addition to athletic apps, the Kiip executive says he believes other industries can also benefit strongly from the mobile reward program.

“We definitely see other verticals becoming very relevant as we roll out and test brand appeal and audience volume – especially in areas such as travel, education, entertainment and utility,” Mr. Wong said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York 

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