Pepsi-Cola Co. is renewing its under-the-cap promo, doubling its 2004 offer with 200 million free songs, and introducing the chance to win Apple iPod minis though a sweepstakes.
The promotion, open to consumers 13 and older, offers a one-in-three shot at receiving a free download. The campaign runs Jan. 31 through April 30. Consumers have until May 23 to redeem free downloads. Soda drinkers can look for specialty marked “iTunes” 20 oz. and 1-liter bottles of Pepsi, Diet Pepsi, Pepsi Wild Cherry, Mountain Dew, Mountain Dew Red and Sierra Mist; they can also check under the rim of marked 32oz and 44oz. fountain cups at participating stores.
New for this year, Pepsi is offering consumers the chance to win a free iPod mini. The company gives away one mini iPod every hour from Feb. 1 through April 11. For each redeemed song, consumers will be automatically entered in the Pepsi iTunes iPod mini sweepstakes. A final drawing will take place on May 2. Apple estimates it will give away about 1,700 iPod minis as part of the promotion. Consumers can enter winning codes at Itunes.com.
The under-the-cap promotion will also give consumers a buy-one, get-one free offer with one-in-six odds of winning a matching free product.
Pepsi is expected to release a new commercial during the Super Bowl on Feb. 6, according to news reports. Pepsi spokesman Dave DeCecco said he couldn’t offer comments about the promotion before its start date.
In organizing its second iTunes promotion, Pepsi hopes to clear hurdles that plagued its 2004 campaign. News reports estimated consumers redeemed only 5 million downloads out of the possible 100 million offered through the promo. Problems arose when the specially marked bottles arrived in some markets weeks after the first ad for the campaign appeared during the Super Bowl.
Consumers also discovered how to steal redemption codes without opening or purchasing a bottle. Scammers learned they could tip the unopened soda bottles to see if the underside of the lid was marked “try again” or if a winning code appeared.
To interrupt the scam, Pepsi restricted the number of free downloads a consumer could redeem per day, but chose not to alter its packaging. In its second time around, Pepsi is also restricting the redemption rates per person to 10 downloads per day and 200 total for the promotion.
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