PepsiCo Rice A Roni Pitch Competition Background at the #MobiU2013 Summit, 9/26 in Chicago

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The HMC has partnered with PepsiCo to create a Pitch Competition with a real contract and $15K at stake. Chicago’s best mobile minds will compete to create campaigns that best demonstrate the power of mobile to reality. The finalists will pitch live at 5pm and the winner will be announced at the end. This morning briefing will provide, to the Summit audience, the details of the challenge.

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  • Massive mass awareness Meaningful assets Latent love / brand equity
  • Transform Roni from ‘matronly’ to modern   Reinforce Roni’s iconic status, but in a fresh and modern way Impress her with our range and innovations RAR Cups Rice-A-Roni Quick Serve Range of flavors and prep time/methods for every occasion Break into her purchase routine
  • PepsiCo Rice A Roni Pitch Competition Background at the #MobiU2013 Summit, 9/26 in Chicago

    1. 1. Produced by the Heartland Mobile Council Mobile Barbara Liss, Quaker/PepsiCo @chicagobliss; @quaker Event hashtag #MobiU2013
    2. 2. #MobiU2013, @chicagobliss @quaker Everyone loves Rice-A-Roni.
    3. 3. #MobiU2013, @chicagobliss @quaker Well, almost everyone.
    4. 4. #MobiU2013, @chicagobliss @quaker We made big changes.
    5. 5. #MobiU2013, @chicagobliss @quaker The mobile challenge. Our brief. • Wow us • Change brand perception and/or drive purchase intent. • Hit target consumer • Focus on key markets in CA, such as SF, LA, and the SJ Valley. • Be measureable • $15,000 budget or prize. Your call.
    6. 6. #MobiU2013, @chicagobliss @quaker Our judging criteria: • Is it executable? • Does it improve brand perception/modernize Rice A Roni and/or drive purchase • How creative or unique is it? • Is it measureable? 25%
    7. 7. #MobiU2013, @chicagobliss @quaker Our judging criteria: • Is it executable? • Does it improve brand perception/modernize Rice A Roni and/or drive purchase • How creative or unique is it? • Is it measureable? 25%

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