nce upon a time consumers were easier to please and scratch cards were fun. No matter that the prize you won most often was better luck for next time! That aside, these cards, whether they came along with burgers, cold drinks or bubblegums, helped marketers did what they set out to do - excite consumers. The cards are still exciting, but consumers have evolved and want more. So what does Pepsi, an old hand at scratch-and-win offers, do? It devises a scratch card that increases the consumer�s interaction with the brand.
Pepsi has introduced the Khufiya Card consumer initiative on multi-serve packs (2 litre and 1.5 litre) of Pepsi, Mirinda, Mountain Dew and 7UP. "The Khufiya Card is a unique device that integrates the TV campaign with the promotion in an innovative way, and directly engages the consumer in the promotion while watching the ad on the television screen," says a Pepsi spokesperson. For the prize to be revealed, the consumer needs to peel off the seal on the card and hold it against the �blue promo window� on the TV screen while the Pepsi Khufiya TVC is being aired.
The card has a 1.5 inch film (the company won�t say what this film is made of; all it says is it�s patented technology) at the base. A message is printed on this film using the scatter printing technique. It reads like gibberish when seen against a static background, but is revealed when viewed against the Pepsi blue that beams from the television screen. This is due to the frequency emitted by that particular shade of colour.... more