Engaging Consumers on LINE Messenger for Pepsi’s Lays Max

Gamification marketinghas been creating stand out experiences for consumers throughout the world. PepsiCo Thailand wanted to use this and create a conversational touch point to talk to its end consumers and push different flavors of Lays Maxx

The Conversational AI solution had three problem statements:

  1. Tapping the opportunity of contextual marketing
  2. Increasing brand loyalty
  3. Gamifying consumer experience

With the above problem statements, there was a need to use a robust yet native messaging channel. LINE being the most-used platform across South-East Asia,became the obvious choice.

PepsiCo and ValueFirst, a Twilio company came together to create a solution:

  • On purchase of every packet of Lays Maxx, the consumer would get a link or QR code to enter the Pepsi LINE account
  • The consumer would upload the receipt of the purchase of Lays Maxx
  • ValueFirst’s OCR technology will validate the purchase, date,and add the relevant reward points in its dashboard
  • Using a randomizer ten winners were chosen every 3 weeks.Winners received rewards such as Gold Coins and electronic items

The campaign saw participation from thousands of consumers uploading their receipts&many were rewarded during the entire campaign.

Commenting on the partnership, Harjyot Singh Arora said “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 the geography and product makes us feel joyful.”