Rehrig Pacific Company set out to do more with the assets Pepsi already owns and uses every day to increase the opportunity for consumer interaction, at the point of sale, without increased merchandizing or delivery costs. Learn More: www.rehrigpacific.com/consumer-engagement

1.
RCS-­‐101-­‐0614 rehrigpacific.com 800.421.6244

2. Case Study -­‐ Pepsi Frozen Faceoff 2014 Promotion
Pepsi Frozen Faceoff 2014 Promotion
A Case Study
Overview
In late 2013, the local branch of Pepsi Bottling in Burnsville, Minnesota, agreed to be the pilot market and
test bed for Rehrig Pacific’s new Mobile Engagement enabled reusable material handling assets. Pepsi
Bottling’s entire float of 2-­‐liter beverage display crates was converted to Rehrig Pacific’s new 5th
generation, engagement enabled shells during the early months of 2014.
For this first in-­‐market test utilizing the mobile engagement platform Pepsi selected a regional discount
offer for the 2014 National Collegiate Hockey Conference (NCHC) Frozen Faceoff tournament. This was
accomplished through the combined efforts of Rehrig Pacific, Pepsi, the Target Center, NCAA and NCHC.
The Challenge
To promote and implement a mobile marketing solution that delivers targeted content in the form of an
interactive display within reach of the consumer using reusable transportation items already ubiquitous in
the retail distribution chain and store environment. Rehrig Pacific set out to do more with the assets
Pepsi already owns and uses every day to increase the opportunity for consumer interaction, at the point
of sale, without increased merchandizing or delivery costs. The promotion was a coupon for $5 off a day
game ticket to the NCHC 2014 Frozen Faceoff tournament.

3. Case Study -­‐ Pepsi Frozen Faceoff 2014 Promotion
Who Was Involved
Our Solution
Rehrig Pacific developed mobile landing pages, managed customer data and delivered targeted content
within retail environments through the utilization of the Rehrig Mobile Engagement enabled Pepsi shells
present within the greater Minneapolis region. Rehrig also coordinated implementation with our strategic
stakeholders by producing instructional materials for Pepsi Sales and Delivery personnel.
Platform Details
The Rehrig Mobile Engagement Platform bridges the gap between mobile marketing and the real-­‐world
environment through interactive technologies embedded in branded reusable material handling assets.
Rehrig’s solution combined 2D/QR bar code and near field communication (NFC) enabled Rehrig Pacific
made 5th
generation, 2-­‐liter, Pepsi branded shells. The platform enabled a geo-­‐targeted, mobile
interaction platform for the distribution of the promotional offer within the retail environment.
This was accomplished in an organic, seamless fashion already familiar to consumers, retailers and
Pepsi personnel.
Platform Deployed Technologies
Near Field Communication
(NFC)
2D/QR Barcodes
Web Based, Intelligent
Mobile Marketing Platform
Reusable Asset Embedded
Hardware and Systems

4. Case Study -­‐ Pepsi Frozen Faceoff 2014 Promotion
Rehrig Pacific Services Provided
Multi-­‐party strategy
and requirements
coordination.
Campaign marketing
research and planning.
Analytics’ and
metrics development
and collection.
Custom graphic, print
and web design services.
Data collection
management and
secure storage.
Cloud service
and platform
integration services.
Automated content
distribution
and planning.
☼
Intelligent geo-­‐targeting
and platform
based routing.
Confirmation and delivery
of promotional content.
User target custom
coding and
web development.
User target platform
optimization for speed
and conversion.
Modern HTML5, CSS3
and jQuery design for
speed and improved
user experience.
Created for Pepsi Frozen Faceoff 2014 Promotion
Web development and design for
mobile platform interaction.
Campaign specific info-­‐graphic with
instructional content for users.
User data capture and targeted
campaign content distribution.

5. Case Study -­‐ Pepsi Frozen Faceoff 2014 Promotion
Results
Source:
Direct
Marketing
Association
Response
Rate
2012
Report
The program was executed in a short time frame with a tight window for which the offer was valid.
Additional geographic constraints, limited customer education, and minimal in-­‐store direction were an
immediate obstacle that was faced as well. Despite these challenges, Rehrig Pacific was able to generate
a 2.8% engagement rate for the promotional awareness period.
The platform also generated a 1.34% response rate for customer action, which is higher than direct mail,
email, paid search and internet display marketing targeting new customers. The click-­‐through conversion
rate was also successful at 48%.
Future success can be positively affected by increased familiarity among merchandisers and delivery
personnel to the potential at their fingertips. Additionally, increased display awareness and accessibility,
along with increased education of the customer about the reward for interaction will accelerate and
expand adoption. More tailored and in-­‐depth promotions can be developed to expand the potential for
this category of consumer interaction. Most importantly, this study has opened the door for the savvy
team at Pepsi to take advantage of the unlimited potential of cost effective form of marketing.