The old saying "location, location, location" seems to gain more relevance every week in the digital world and brands finally seem to be taking notice. The reason of course is that location-based ads can be incredibly relevant and effective. According to a study that was released earlier this week, about half of people using location services on their mobile phones respond to ads.
With that in mind, it should come as no surprise that Pepsi is joining the location revolution. As an early brand adopter of Foursquare, they have plans to continue with more programming in that space, along with a tie to a Pepsi rewards program called Pepsi Loot. Their aim is use Foursquare to drive consumers to nearby stores and restaurants that serve Pepsi products.
According to the New York Times:
"Being able to drive foot traffic into our restaurant partners and our retail partners is a huge opportunity, because that’s where our product is sold," said B. Bonin Bough, director of social and emerging media for PepsiCo. "Ten blocks mean a lot."
Once at a Pepsi-friendly spot, the Pepsi Loot tie-in will allow people to collect loyalty points that translate to things like free music downloads.
While the linkage of Foursquare to a loyalty program isn't new (Tasti D-Lite kicked one off earlier this year), it does mark big name brand adoption of the idea....