Technology Talent Connects Fans to "THE X FACTOR"

Pongr computer vision makes Pepsi packaging interactive without QR codes

Sep 19, 2011, 09:00 ET from Pongr

BOSTON, Sept. 19, 2011 /PRNewswire/ -- Pongr engineers may not win any singing or dancing competitions, but consider them favorites in any talent contest involving image-recognition technology.

Pongr's computer vision platform is being used by Pepsi this fall to power a fan photo-scanning contest to promote Simon Cowell's THE X FACTOR, which debuts at 8 p.m. EDT on Wednesday, September 21 on FOX. Nearly 300 million cases of Pepsi product are being branded with THE X FACTOR promotion, giving fans the opportunity to win 56 grand prizes of trips to Los Angeles to see the show broadcast live.

In the "Snap and Send" campaign, fans use their mobile phones to photograph THE X FACTOR and Pepsi logos together on specially marked packaging and then email or picture-text them to TheXFactor@Pepsi.com. Pongr's direct-response platform filters the correct entries and instantly sends consumers links to special digital content from the FOX reality show, such as Pepsi-exclusive videos of contestants and behind-the-scenes scoops.  

"We're thrilled to help Pepsi activate their traditional consumer packaging for such a fun show," says Pongr CEO Jamie Thompson. "Our X Factor is that we can make static brand logos interactive without using QR codes (barcodes), without requiring any creative modification of the package design and without the need to download any special apps."

"By using our packaging as digital media and as a conduit in to the show, we are bringing the physical and digital worlds together for Pepsi consumers and THE X FACTOR fans," said Shiv Singh, PepsiCo Beverages Global Head of Digital. "We particularly like the Pongr technology because it allows millions more of our consumers to engage via our products than if we were restricted to QR codes and QR Readers."

In addition to the daily grand prize trips to L.A. awarded through October 29, another 600 Pepsi fans each day will win THE X FACTOR merchandise.

According to Thompson, the Pepsi-Pongr partnership indicates a growing trend in mobile and social media marketing.  "There's a lot of talk about people checking in at their favorite location," he says. "We've taken the concept one step further to checking in with the product itself, no matter where in the world the brand may happen to be."

About Pongr

Based in Boston and New York, Pongr is an image-recognition technology and mobile marketing company that helps brands identify and reward their most loyal customers. Pongr's self-service platform allows global brands to instantly launch customized picture-sharing campaigns without requiring the customer to download special apps. The company is also the creator of ImagePulse, the first visual search engine to measure how people feel about brands. Learn how to play the Pongr consumer game at www.pongr.com.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also, means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo's promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information, please visit www.pepsico.com

SOURCE Pongr



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