Pepsi courts youth demographic with 2D bar codes

To spread the “Pepsi Max Kicks” campaign virally, Pepsi offered consumers mobile content that they can share with their friends, including a picture of British television personality and model Kelly Brook delivered to their mobile phones via quick-response 2D bar codes, or QR codes. The QR codes appeared on 400 million cans and bottles of Pepsi across Britain, and the media campaign also integrated mobile and Web advertising.

“The point of the Pepsi campaign was primarily to increase interactivity with consumers,” said Mendy Mendelson, cofounder/CEO of 3GVision, Yehuda, Israel. “The strategy was based on the assumption that mobile is part of customer’s lives.

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