PepsiCo is taking an expensive approach to keeping tabs on the teen market: It’s offering 500,000 of them beepers.
The campaign to promote Mountain Dew soft drinks comes at a time when the use of beepers by children is a hot-button issue in school systems nationwide.
PepsiCo company plans to link teens in a network, beeping teens weekly with discount offers and prize drawings.
Those who call back on a toll-free number will hear a recording from sports and entertainment celebrities - including Ken Griffey Jr., Richard Petty and Evel Kneivel. Prizes include personal snowboarding lessons, a trip to MTV’s Beach House and recording sessions at Sony studios.
“It connects us with consumers in a very tight personal way,” said Janine Bousquette, vice president of marketing at Purchase, N.Y.-based PepsiCo.