Pepsi drinkers will be able to redeem points online and accumulate enough points to purchase digital or hard-good prizes and discounts from merchants ranging from Sony Music and Sony Pictures Entertainment, Electronic Arts's EA Sports to Yahoo! Shopping, Sam Goody and Foot Locker.
Anil Singh, Yahoo! chief sales & marketing officer, said the promotion is more than just combining offline and online efforts. It's "giving consumers instant gratification. . . . It's really taking the promotion to the next level.'' Yahoo! also values the deal because pairing with Pepsi is a powerful brand play, giving the portal exposure on 1.5 million bottles of Pepsi and Mountain Dew and in Pepsi advertising.
In addition to the upcoming promotion, John Vail, director, digital media and marketing at Pepsi, said the beverage company was set to relaunch its Web site this week; DDB Digital, Dallas and New York, handled reworking the site.
Copyright March 2000, Crain Communications Inc.