The mechanic is that a barkada needs to go to Pepsi Kada can booths, and bring an unopened Pepsi product to have their pictures taken for free inside the booth. They can also upload their pictures via Pepsi's website.
People can vote via text messaging or via the website. Then the really cool thing is: Barkadas with the most votes will be on the next Pepsi can! There are also other prizes for People's choice and other winners.
I see two interesting things related to this:
1. A few months ago, Pepsi also ran a mobile campaign where every hour, a lucky person can win an iPod by texting in the code found in every Pepsi can to a mobile shortcode.
2. Lucky Me is also having a "be on our next product" contest via its "Lid the way" contest.
It seems to me that Pepsi is focused on digital marketing initiatives. They have also won some awards in last year's IMMAP (Internet and Mobile Marketing Association of the Philippines). I present an analysis about this in my next entry.
