Pepsi Pursues China’s Wow Generation through MyClick

Pepsi-Cola has launched its third Pepsi Creative Challenge in a 360-degree marketing assault on China’s Generation Wow using MyClick Media software.

Aiming at Chinese Gen Wow consumers in the 12-to-24-age range, Pepsi is prodding them to upload their photos and personal data on one of six major portals, including 163.com, xiaonei.com, taobao.com and 51.com, Poco.cn and iPartment.

Three winners will ultimately see their faces decorating Pepsi cans during the upcoming Summer Olympics in Beijing.

MyClick’s new mobile device marketing platform, based on image recognition technology enables consumers to take and upload pictures with their mobile device cameras, access Pepsi contest details and cast their votes or check their blogs.

Users can ask friends to vote for them, with three votes counted for each one sent via MyClick.

“Users will be getting a passport to the information they want and it will be on their terms, their schedule and base entirely on their creative input,” said Justin Tang, MyClick Media chief technical officer, in a statement.

On June 1, a second phase of the Pepsi Creative Challenge will enable participants to vote for a short list of finalists. The three top vote-getters will see their faces on Pepsi cans.

TV ads and point-of-sale presence is pushing the Pepsi contest, along with Web, WAP, MMS and on-ground promotions.