Winner Details

Summary

Conversational Gamification created hyper personalized experiences for consumers.

Challenge

Opportunity: Gamification marketing has been creating stand out experiences for consumers throughout the world. Pepsico Thailand wanted to use this opportunity and create a meaningful campaign out of it.

Objective

When Pepsico onboarded ValueFirst, they had clear 3 objectives: 1.Tapping the opportunity of contextual marketing 2. Increasing brand loyalty 3. Gamifying consumer experience

Strategy

Our folks at ValueFirst created a conversational touch point for Pepsi to talk to its end consumers and push different flavors of Lays Maxx. LINE being the most-used platform across South-East Asia, became the obvious choice.

Data

90 million people in Indonesia use Line messenger on daily basis and out of that 80% are young people. It became a perfect channel for PepsiCo for its loyalty program since it provided vast access plus relevant target audience.

Solution

PepsiCo and ValueFirst, a Twilio company came together to create the following creative solution: - On purchase of every packet of Lays Maxx, the consumer would get a link or QR code to enter the Pepsi LINE account - The consumer would upload the receipt of the purchase of Lays Maxx - ValueFirst’s OCR technology will validate the purchase, date, and add the relevant reward points in its dashboard - Using a randomizer ten winners were chosen every 3 weeks. Winners received rewards such as Gold Coins and electronic items

Results

Thousands of customers interacted with the PepsiCo via chatbot solution, enrolled in the loyalty program & won exciting rewards. The campaign helped PepsiCo create gamified experiences for its customers at scale.