To reinvigorate Pepsi's outdated rewards program and align it with the brand’s core values of fun, music, and sports, we transformed PXP into Pepsi Pass. We developed a program that tapped into the social lives of millennials, rewarding them for hanging out with friends rather than traditional points-for-purchases.
Social-first rewards: Users earn points when hanging out with Facebook friends who also use the app, creating a rewards experience rooted in real-life connections.
Geolocation integration: Bonus points are automatically awarded when users visit Pepsi locations, no check-ins required.
Experiences over swag: The program capitalized on the insight that millennials prioritize memorable experiences over material rewards, making Pepsi Pass a loyalty program built on shared moments.
