The latest element of Pepsi's "Summer Time is Pepsi Time" campaign, which I've covered here and here, is an integration with Foursquare that essentially turns predetermined spots all over the world into an interactive promotion. Foursquare users can check into these spots, which range from ballparks to pools and beaches, to "unlock summer fun" and earn badges, which qualify them for prize sweepstakes.
Shiv Singh, the head of digital at PepsiCo Beverages, says that Foursquare users will be more motivated by the exclusivity of the branded badges than the prizes themselves. "We call it 'badge equity,'" he told Marketing Daily.
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