PepsiCo's Drive To Rewards

PepsiCo 'Drive To Rewards' Shopper Rebate Program

Pepsico was looking to start introducing loyalty marketing practices for retailer specific
cross-brand and cross-portfolio engagement. The brand wanted to create a promotional campaign that would become redeployable and scalable models for future campaigns.

To do so, Brandmovers created the Drive to Rewards promotion, a shopper rebate program that leveraged an IndyCar partnership to drive incremental purchase of PepsiCo products at Hy-Vee stores.

Participants uploaded proof-of-purchase and were rewarded with a $5 Hy-Vee gift card each time they reached a $25 purchase threshold during the promotion.

A themed microsite allowed customers to create accounts where they could upload receipts, track their rewards progress, and opt-in to receive brand news and updates. A dynamic email campaign series and gamification mechanics drove customer engagement during the campaign.