Pespi is engaging in a new way to make commercials interactive and have consumers actively seeking out their ads. The process is simple. Consumers download the iPhone check-in app, IntoNow, and hit it while the commercial plays. Audio-fingerprinting technology then recognizes the ad and a coupon for a free 20-ounce bottle of Pepsi Max is downloaded. As an experimental trial, only 50,000 coupons will be accepted. The partnership with IntoNow will be executed through the airing of Pepsi Max’s “Field of Dreams” commercial for Major League Baseball. IntoNow’s technology not only knows what consumers are watching, but also if they are watching live, on DVR, or on YouTube. The program could usher a new means of interactivity with the consumer and reward that relationship.
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