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Pepsi Pass: Sip, Scan, Win, Repeat
Pepsi launched Pepsi Pass to connect directly with consumers beyond traditional promotions. A simple QR scan on cans led to a mobile rewards experience refreshed monthly with games, quizzes, AR interactions and social tasks. Over six months, the program built a sustained engagement loop that delivered strong retention, measurable behaviour and valuable consumer insights.
SMT enable us to create engaging consumer centric experiences, that drive connections with our key audiences without the limitations of app based technology. Offering scalable tech forward solutions that help us push the boundaries across our brands”
The Mission
Pepsi wanted to create a long-term value exchange with consumers. The goal was to acquire first-party data, uncover consumers preferences, and keep drinkers engaged over the entire six-month period through fun, mobile-first challenges.
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The Experience
A QR code printed on Pepsi cans across the UK unlocked a mobile wallet filled with rotating monthly activities. Fans played mini-games, answered flavour-based trivia, watched branded content, invited friends, followed Pepsi on social and explored AR hunts. Every interaction earned tokens redeemable for digital rewards, vouchers and surprise bonuses creating an engaging, recurring reward loop.
The rotating monthly format kept things fresh, while the reward economy encouraged deeper participation. Each interaction told Pepsi something useful: which flavours people loved (Max and Cherry), which channels they preferred (Instagram) and which rewards actually motivated action (Pepsi Max vouchers disappeared almost instantly).
The Results
Turns out you can build a loyalty loop out of a can:
- 49k signups across the UK and Ireland
- 62% opted into further marketing
- 26 minutes of dwell time per user across 6 months
- 20 data points collected per user directly into Salesforce
- Mini-games stole the show as the top fan activity
- 98% of Pepsi Max vouchers were redeemed
X Games
Across two major events, SMT helped X Games convert live-event excitement into a connected fan base, collecting verified emails, surfacing fan preferences, and delivering measurable value for partners.
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