High Order Bit
summary
PepsiCo describes turning packages into digital entry points using Advanced image recognition on 300 million cases to unlock X Factor content, mapping geotagged snaps to sales, tech adoption and DMA-level behavior. A new analytics layer, Pepsi Pulse, visualizes emotional reactions from social streams for social-TV comparisons. The team builds a gamified Twitter app, Pepsi Sound Off leaderboard, that rewards top users by putting them in national TV spots, showing the prototype launches and immediate cross-channel engagement.
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chapters (7)
- 0:00Rethinking brand value
- 2:22The HIT principle
- 4:28Roles in brand partnership
- 6:07Digital sponsorship models
- 8:34Data-driven content curation
- 10:21Becoming digital creators
- 12:04Conclusion and takeaways
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