Pepsi uses NFC technology to promote a new drink in Japan

Suntory, Pepsi's distribution company in Japan, is promoting the new Pepsi Special beverage in the land of the Rising Sun through an outdoor advertising campaign with labels from Near Field Communications (NFC) placed on two lines of the Tokyo rail network that offer travelers the opportunity to win free samples and access information about this new 'light' drink.

Tokyo Train Passengers (Japan) now have a new way to be entertained along the way as they learn more about a new Pepsi drink through an nfc-enabled out-of-home advertising campaign. Pepsi Special's advertising campaign is being developed by CyberAgent, rail operator Tokyu Corporation, the media agency Tokyu Agency and the technology provider Toppan Printing on the Tokyu Toyoko and Tokyu Den-en-toshi lines, and will remain active until the end of November.

The initiative is considered an experiment by Tokyu Agency. Pepsi's new drink, which is supposed to reduce the rate at which the body absorbs fat, is being promoted with stickers equipped with NFC tags on the windows and hanging straps of trains. Passengers who read the tags with their NFC phones go directly to the Pepsi Special website where they can find more information about the new product, participate in games and win free samples of the new drink. This NFC technology skips the step of having to read a barcode, which has been the most traditional method used to date.

The mobile marketing team behind the campaign is hopeful that this type of NFC advertising will be more convenient., simple and attractive to consumers. Allows consumers to simply swipe their smartphones over the ad in order to download apps, watch videos, listen to music, or to get discount coupons. The Pepsi Special campaign is the first step in a bigger marketing strategy. Suntory hopes it will work in a global healthy food campaign.

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