Building Brand Equity through the Snapchat Platform

Pepsi has decided to promote its new, and somewhat questionable, limited edition cinnamon flavoured Pepsi Fire through the Snapchat platform. It will involve putting Snapcodes on millions of Pepsi cans and bottles from May 22 to the next eight weeks in the US. These Snapcodes are 2D barcodes which can be read by the Snapchat app using a smartphone camera where consumers can play games, apply sponsored lenses with 3-D floating objects and use geofilters! Pepsi seems to be catching on from McDonald’s SnapLens program to hire new employees, by using the platform to engage with its consumers. Lauren Cohen, Pepsi’s Director of Marketing said “This is our attempt to move from brand as advertiser to brand as entertainer,”.

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Source: Pepsi

The coolest part about this campaign for me would definitely be the game “Pepsi Summer Quest”, which is a Temple Run-style game (reminds me of my addiction to Subway Surfers) which involves the player avoiding obstacles while collecting different Pepsi flavours to finish the game. Players will be able to experience 5 different summer themed levels across the coming weeks.

Snapchat users also have the chance to win a variety of prizes such as a trip to Lollapalooza, gaming consoles, a meet and greet with “Conan” and lots more through its sweepstakes! To enter the sweepstakes you simply have to share the link of the app at the end of your game.

OKAY, but just how does all this build brand equity?

1. Building Awareness:

  • Snapchat is a social platform. Consumers who use these geofilters and 3-D lenses are promoting Pepsi to some if not all of their Snapchat friends.
  • Through its sales promotions. To enter sweepstakes users are required to share the links to the game with their friends. This  also gives an incentive to others to enter the sweepstakes by buying the new Pepsi product, potentially resulting in repeat purchases.
  • Successfully promotes to its target market of young adults and teenagers, as it is that demographic who use Snapchat the most.

2. Building Imagery:

  • Reinforces Pepsi’s salience of being fun and exciting.
  • Increases its competitiveness and innovation.
  • Adds an imagery of being cool, edgy and having style.

What do you think of Pepsi’s use of Snapchat? I for one love the innovative approach to building its brand equity. Its new, exciting and gets consumers involved. One can only imagine how digital marketing will evolve in the next few decades!

Checkout Pepsi’s Gatorade’s attempt on Snapchat gaming with a Serena Williams inspired game.

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