Always-On Customer Engagement That Delivers Measurable Results
Developed by SmartMedia Technologies (SMT), Meta-Tag’s US technology partner, Pepsi Pass demonstrates how a branded digital wallet can transform a simple QR code into an always-on customer engagement platform.
Rather than running a traditional short-term promotion, Pepsi Pass created a digital destination where consumers could return time and again to discover new content, play games, earn rewards and unlock exclusive experiences. Every interaction strengthened customer relationships while capturing valuable first-party data to support future marketing activity.
The Challenge
Pepsi wanted to move beyond one-off campaigns and create a continuous engagement programme that rewarded customers throughout the year.
The objectives were to:
- Increase first-party data collection
- Encourage repeat customer engagement
- Create an authentic value exchange through rewards and experiences
- Deliver a frictionless digital journey with no app download required
- Build richer customer profiles for future marketing campaigns
The Solution
Consumers accessed Pepsi Pass by scanning a QR code on participating products, instantly launching a branded digital wallet experience.
The platform became a central engagement hub where users could:
- Play interactive games
- Complete quizzes and challenges
- Collect Pepsi Points
- Unlock exclusive rewards
- Explore AR experiences
- Enter competitions
- Return regularly as new content was released
With fresh activities introduced throughout the campaign, Pepsi Pass encouraged customers to keep coming back, extending engagement far beyond a traditional promotion.
Results
The campaign generated strong customer engagement and delivered measurable commercial value.
128,500+ Customer Registrations
A significant number of consumers joined the platform, creating an extensive first-party customer database.
62% Marketing Opt-In
Nearly two-thirds of participants chose to receive future marketing communications, providing Pepsi with a highly engaged audience for ongoing campaigns.
63% Reward Marketplace Participation
Customers actively redeemed rewards, demonstrating strong engagement with the loyalty programme and reinforcing repeat participation.
57% Mini-Game Participation
Interactive content proved highly effective at encouraging consumers to engage with the platform and return for new experiences.
Progressive Data Collection
Rather than asking customers for extensive information during registration, Pepsi gradually collected valuable customer insights throughout the campaign.
As consumers engaged with new experiences, they voluntarily shared information including:
- Name
- Email Address
- Marketing Consent
- Product Preferences
- Social Media Preferences
- Mobile Number
- Date of Birth
- Location Data
This progressive profiling approach reduced friction during onboarding while building increasingly rich customer profiles over time.
Business Impact
Pepsi Pass demonstrates how an always-on digital engagement platform can deliver measurable business outcomes.
Benefits include:
- Capture valuable first-party customer data
- Increase marketing opt-in rates
- Encourage repeat customer engagement
- Reward customer loyalty
- Extend campaign lifespan
- Deliver measurable ROI
- Build richer customer profiles
- Create a scalable platform for future campaigns
Why This Matters
For brands looking to build stronger customer relationships, Pepsi Pass shows how combining loyalty, gamification, rewards and progressive data collection within a single digital wallet can transform a simple product interaction into an ongoing customer engagement journey.