PepsiCo has announced an open call for digital entrepreneurs across Europe to apply to take part in ‘PepsiCo10’, a new programme that will discover and support new technology innovations.
Launched in the US last June, PepsiCo has expanded PepsiCo10 to Europe. The goal of the PepsiCo10 Europe programme is to identify up to 10 of the most promising companies and give them the opportunity to work with PepsiCo in the U.K. to deliver pilots of their technologies, whilst receiving the support and guidance from mentors.
Prospective applicants can find out more about the programme and apply online until July 15, 2011.
PepsiCo is partnering on the program with global venture capital firm Highland Capital Partners and leading industry magazines Mashable and Wired. Highland Capital Partners, OMD and Weber Shandwick will continue to serve as advisors to PepsiCo throughout the programme.
To enter, emerging technology companies must have a ‘ready-to-go’ product that fits in one of the following five categories: social media; mobile marketing; place based technology; digital video; and gaming or learning platforms.
Proposals will be evaluated on their ability to impact PepsiCo’s brands and/or further PepsiCo’s corporate Performance with Purpose priorities: health and wellness, environmental sustainability and talent development.
Bonin Bough, PepsiCo’s Global Director of Digital and Social Media comments: “PepsiCo10 offers start-ups a unique opportunity to share and develop their ideas with some of the leading brand marketers and media consultants in business. It also gives our brand teams access to a new arsenal of tools, helping them remain at the cutting edge of creative consumer engagement.
“We had a fantastic response to the inaugural PepsiCo10 last year, with more than 400 innovative entries and we are excited to be rolling out the initiative across Europe.”
Selected applicants will undergo a series of rigorous assessments, and a subset will be invited to submit video presentations, which will be judged by the partners, alongside senior brand representatives from PepsiCo brands Pepsi, Walkers, Tropicana and Quaker.
Ian Ellington, General Manager for Walkers Crisps, one of the brands which will benefit from the PepsiCo10 technologies said: “There is a huge appetite amongst consumers for new and exciting social media technologies and for us as a business, digital is a dynamic and increasingly important area for innovation.
“We’ve already used digital and social media to great success in our past campaigns, such as Walkers’ Do Us A Flavour campaign and we now look forward to harnessing the emerging tech and start-up landscape and cultivating the next generation of digital pioneers.”
Near completion, PepsiCo10’s pilot programmes in the United States have resulted in the execution of successful digital marketing activations across U.S. brands.
These winning technologies include: Tongal, a video sharing platform that is currently sourcing animation video for the Brisk Tea brand; BreakOut Band, a collaboration music platform that worked with Pepsi MAX to execute at the 2011 South by Southwest Interactive and Music conference; and Evil Genius Designs, a mobile gaming platform with which PepsiCo has worked to develop a virtual reality video game featuring products across the PepsiCo portfolio.
Michael Gaiss, Senior Vice President of Highland Capital Partners added: “Last year’s PepsiCo10 provided an outstanding opportunity to connect with some of the best and brightest digital entrepreneurs. Throughout the course of the initiative, we found start-ups and technologies that were novel and driving the next wave of innovation. We are excited to lend our expertise in launching the initiative across Europe and applaud PepsiCo for their commitment to supporting emerging start-ups.”
To find out more or enter, visit www.pepsico10.com
