PepsiCo invests in tech start-ups to increase innovation

PepsiCo: invests in tech start-ups
PepsiCo: invests in tech start-ups

PepsiCo is increasing its investment in emerging digital technology by partnering 10 start-ups, which it plans to use to drive marketing innovation across its portfolio of brands.

The company has unveiled the winners of its 'PepsiCo10 Europe' initiative, in which 200 firms competed to win £10,000-worth of investment as well as pilot marketing projects with leading PepsiCo brands.

The winners include Roamler, an app that uses a network of consumers to act as a "mobile workforce", enabling them to earn rewards by performing tasks such as creating branded flashmobs.

The first work from the winning companies will reach the market within the next three to six months.

Bonin Bough, PepsiCo's global director of digital and social media, said these technology platforms would change consumer behaviour over the next 12 months.

Although the marketing pilots for each brand are still in the early stages of development, the project is being used as an ‘engine of change’ across the PepsiCo business.

Potential examples include instant gift text-messaging service ParcelGenie being used to redefine how PepsiCo samples its brands, by allowing consumers to gift products across their social networks.

Bough said technology was the "new driver of creativity" in marketing. "We are seeing a creative renaissance driven by digital, which is creating a new canvas for brands to communicate through," he added.

Bough claimed several trends had emerged from the  200 contenders. These included hyper-local content, niche social platforms and the growing importance of mobile in the marketing mix.

"At some point, the 9bn pieces of packaging we create across our portfolio will be connected to the web," he added.

"The question is how we build platforms to enable us to transform our marketing department to meet this challenge."

The PepsiCo 10

  1. TvTak (France) – www.tvtak.com
    TVTak is a mobile app which lets users access additional content about a TV show or commercial they are watching, by pointing their smartphone or tablet at their TV screen for just one second.
  2. SDMV – Slingshot Shopping (UK) – www.slingshotshopping.com
    Slingshot is a programme which enables users to add products to their existing online retailers’ shopping baskets from third party locations, such as brand websites, Facebook pages or mobile devices.
  3. ChartsNow.mobi Limited (UK) – www.chartsnow.mobi
    ChartsNow is a mobile music service.
  4. ParcelPoke, ParcelGenie (UK) – www.parcelgenie.com
    ParcelGenie is an instant gift text messaging service, which enables the user to send real products to friends and family by text.
  5. Waxwired Ltd, Flypost (UK) – www.flypost.co.uk
    Flypost is a location based game on the iphone which enables users to discover and interact in real-time with live events happening in their city.
  6. Screenreach Interactive Limited – Screach (UK) – www.screenreach.com
    Screenreach Interactive is platform allowing consumers to use their smart phone as a device to create real-time two way interactive experiences with public digi-screens or the mobile device itself. For example, consumers could use their mobile phone as a controller to play a game.
  7. Roamler BV (Netherlands) – www.roamler.com
    Roamler is an application which uses a network of consumers as a mobile "workforce", enabling them to earn rewards by performing small tasks on behalf of corporations, organisations and individuals.
  8. SoDash (UK) – www.sodash.com
    SoDash is a social media monitoring dashboard that uses Artificial Intelligence to help users monitor and interact with their chosen markets.
  9. Shahmoon Limited, Shahmoon TV (UK) www.shahmoon.com
    Shahmoon TV uses transferable 46" HD video posters to bring big-screen advertising to small scale shops, enabling businesses to interact with passers-by, feed live information or "tweet" direct to the street.
  10. Sports Team Space, Bluefields (UK) www.sportsteamspace.com
    Sports Team Space has developed a project, Bluefields, which is a social network helping hundreds of amateur football clubs across the country to easily manage their leagues, teams and subsidies online.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer