MyClick to power Pepsi promotion in China

Pepsi-Cola has tapped Hong Kong’s MyClick Media to handle the mobile extension of a cross-platform marketing campaign targeting young consumers in China.
The contest encourages users to upload photos as well as personal information such as name and mobile number to one of six portals. MyClick’s downloadable application, which uses image-recognition technology, allows consumers to track the contest on their phones and access blogs and status updates during the campaign.
Winners will be featured on Pepsi cans distributed at the summer Olympic Games in China. The soda maker is backing the promotion with “a major presence” at retailers as well as TV commercials and Web, WAP and MMS campaigns.
“Studies clearly show that snap-and-click (campaigns) almost double the response rates compared to traditional SMS messaging,” said Justin Tsang, MyClick’s CTO. “Bearing in mind, it is a lot more complicated to type in a URL on your phone. You are triple-tapping or even quadruple-tapping to get to a character. Once you go off the operator’s portal, typing a URL on a phone that doesn’t have a QWERTY keyboard is a difficult thing to do. It’s a hurdle to interaction.”