Gamifying OCR Technology for Contextual Marketing


PepsiCo Thailand joined forces with ValueFirst to craft a groundbreaking solution on LINE Messenger, leveraging conversational AI, gamification, and contextual marketing to forge robust user engagement and stimulate valuable consumer feedback.

About the Company

PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $86 billion in net revenue in 2022, driven by a complementary beverage and convenient foods portfolio that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

The Goal

Create flavour-filled connections

The primary objective of PepsiCo Thailand was to optimize gamification marketing to craft unforgettable consumer experiences worldwide. PepsiCo Thailand aspired to elevate this concept by creating a dynamic conversational touchpoint, fostering meaningful connections with end consumers, and irresistibly promoting an array of Lays Maxx flavors.

The Solution

Elevating engagement with gamification on LINE Messenger

The foray into Conversational AI for PepsiCo presented a trio of intricate challenges:

  • Seizing the untapped potential of contextual marketing.
  • Amplifying brand loyalty among consumers.
  • Infusing a playful gamification layer into the consumer experience.

Addressing these multifaceted challenges demanded an ingenious strategy, one that necessitated the adoption of a robust, yet native, messaging channel. With LINE emerging as the predominant platform across South-East Asia, the choice was crystal clear. The synergistic collaboration between PepsiCo and ValueFirst unfolded as the driving force behind the solution. The shared vision was to not only resolve the identified challenges but to reimagine the consumer-brand interaction paradigm. Every Lay's Maxx purchase became a passport to engagement excellence. A link or QR code accompanied each packet, guiding consumers into the immersive Pepsi LINE account experience. This innovative touchpoint transformed routine transactions into interactive journeys. Consumers were encouraged to elevate their engagement by uploading purchase receipts for Lay's Maxx. This step not only validated their participation but also laid the foundation for the subsequent rewarding experience. ValueFirst's OCR technology stepped in as the guardian of accuracy. Seamlessly validating purchase details, including date and product, it added a layer of trust and integrity to the entire gamified ecosystem.  

The result? A seamless integration that elevated the user experience. The element of surprise and delight took centre stage with a randomizer selecting ten winners every three weeks. This unpredictability not only added an edge to the gamification but also ensured sustained excitement among participants. For the chosen victors, the journey didn't end with mere recognition. The spoils included coveted rewards such as Gold Coins and electronic items, transforming the gamification initiative into a beacon of tangible, desirable outcomes. Utilizing OCR technology, the PepsiCo chatbot verifies the receipt, and upon successful validation, rewards are allocated to users. Enable customers to select from a variety of languages for their preference. Facilitate customers to directly upload their receipts on the platform itself.

The Success

Increased engagement PepsiCo Thailand's strategic collaboration with ValueFirst for the Lays Max Gamification Campaign on LINE Messenger yielded significant impacts, revolutionizing the brand's approach to consumer engagement.

  • With over 650,000 interactions within a span of two months, the campaign achieved a remarkable surge in consumer engagement.
  • With an OCR accuracy rate of 98.7%, the campaign maintained a high level of integrity in rewarding consumers based on their Lays Max purchases. This accuracy further contributed to the credibility of the campaign and consumer trust in the rewards system.
At PepsiCo, we have always thrived to build phenomenal customer experiences through our campaigns. ValueFirst with their marketer-first approach has been incredibly supportive in our endeavors. Their ability to customize their offerings basis geography and product makes us feel joyful.
Harjot Singh Arora, Executive Lead - Media, Digital, Martech and Data