Pongr Computer Vision Used by Pepsi for Photo-Scanning Contest
September 22, 2011
Pongr engineers excel in image-recognition technology. Pongr's computer vision platform is being used by Pepsi to power a fan photo-scanning contest to promote Simon Cowell's THE X FACTOR. Nearly 300 million cases of Pepsi product are being branded with THE X FACTOR promotion, an opportunity to win 56 grand prizes of trips to Los Angeles to see the show broadcast live.
Using innovative mobile image recognition technology and easy-to-use social network connections, Pongr invites consumers to use their mobile phone cameras to interact with outdoor billboards, bus stop advertising, products and magazine pages in return for rewards that are messaged back to their phones.
Users use Pongr on mobile phone or from computer. Pongr technology recognizes company logos without the aid of ugly bar codes. It is not required to engage with any "official" advertising. Using Pongr, every time user sends pictures of the brands and products, they earn Pongr Bucks which can be redeemed for rewards.
In the "Snap and Send" campaign, fans use their mobile phones to photograph THE X FACTOR and Pepsi logos together on specially marked packaging and then email or picture-text them to TheXFactor@Pepsi.com. Pongr's direct-response platform filters the correct entries and sends consumers links to special digital content from the FOX reality show.
"We're thrilled to help Pepsi activate their traditional consumer packaging for such a fun show," stated Pongr CEO Jamie Thompson. "Our X Factor is that we can make static brand logos interactive without using QR codes (barcodes), without requiring any creative modification of the package design and without the need to download any special apps."
"By using our packaging as digital media and as a conduit in to the show, we are bringing the physical and digital worlds together for Pepsi consumers and THE X FACTOR fans," said Shiv Singh, PepsiCo Beverages Global Head of Digital.
"We particularly like the Pongr technology because it allows millions more of our consumers to engage via our products than if we were restricted to QR codes and QR Readers," Singh adds.
Also, another 600 Pepsi fans each day will win THE X FACTOR merchandise.
The Pepsi-Pongr partnership shows a growing trend in mobile and social media marketing. "There's a lot of talk about people checking in at their favorite location," he says. "We've taken the concept one step further to checking in with the product itself, no matter where in the world the brand may happen to be," Thompson added.Anamika Singh is a contributing editor for TMCnet. To read more of Anamika's articles, please visit her columnist page.
Edited by Rich Steeves
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