StrategyMediaPepsi’s CMO Talks Mobile

Pepsi's CMO Talks Mobile

Frank Cooper discusses Pepsi's mobile growth and engagement, some of his favorite mobile campaigns, and why he and Snapchat are kindred spirits.

Filming an episode of C-Suite TV’s Mind Your Own Business at the Mobile Marketing Association’s (MMA) SM2 Innovation Summit during Advertising Week, Jeffrey Hayzlett spoke with Frank Cooper, chief marketing offer at Pepsi, about how the brand is using mobile as a growth and engagement tool, and how marketers should be embracing the potential of mobile.

“Wherever you’re located, you can have a party. You can have water cooler. You can create media – and that to me, is the massive unlock of mobile,” said Cooper. “It’s the front door to the Internet of Things.”

frankcooper-lb19102-crop

Frank Cooper, chief marketing officer, Pepsi

Pepsi initially got into the mobile space back in 2006, during the heyday of ring tones, and followed that up with several partnerships. The soft drink company was the first brand to partner with Foursquare for a check-in reward program, for one. “With all of those disparate campaigns, we saw levels of engagement, but it’s probably the last three years where it’s really come together,” Cooper said.

Some of his favorite mobile campaigns in Pepsi’s history include “Live for Now,” which involved sharing music with its Twitter followers, and an augmented reality game 7-Eleven customers could play by scanning barcodes in the store.

“Is mobile the new TV?” Hayzlett asked.

“On some level, it is,” Cooper replied, adding that there are 5.5 billion mobile subscribers worldwide. “[But] for me, it’s so much more than that. With mobile, you can communicate with someone at the shelf. You can deliver something at the point of transaction.”

He added that mobile is a medium that’s growing with time; in order for marketers to take full advantage of its potential, it takes people who have a strong understanding of its complexities. “You can’t have data science without really good data scientists,” he pointed out.

Pepsi’s marketing efforts have always been more about spikes of joy, rather than a steady state of happiness.

To bring that strategy to mobile, Cooper said the most important thing is to make sure he’s delivering the right information at the right moment.

“It’s not so much delivering to your iPhone or Samsung,” he said. “The space for interruption is really small. We have to deliver something that you, the mobile user, really wants.”

Fielding questions after the show, Cooper was asked if he was an app, which app would he be.

“I’d be Snapchat,” he replied with a grin. “I’d get to check in and out, and disappear. Or I could create a long-form story. And it’s fresh.”

Whitepapers

US Mobile Streaming Behavior

Whitepaper | Mobile US Mobile Streaming Behavior

3y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups

Whitepaper | Actionable Analysis Winning the Data Game: Digital Analytics Tactics for Media Groups

3y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Giving a Voice to Your Brand

Whitepaper | AI & Automation Giving a Voice to Your Brand

3y

Giving a Voice to Your Brand

Voice commerce, or conversational commerce, is a major disruptive opportunity in US retail. It opens up the possibility of building deeper relationshi...

View resource
Mobile Messaging Masters

Whitepaper | Mobile Mobile Messaging Masters

3y

Mobile Messaging Masters

Every year the mobile market continues to grow and develop. Cyber Monday 2018 saw $2.2 billion in sales stemming just from smartphones in the United S...

View resource