In an interview with ClickZ, Shiv Singh, head of digital at PepsiCo, said the beverages company will do more geo-social marketing in the next year, while also premiering a Refresh Everything iPhone app within the next month. The increased focus on mobile is based on the participation from cell phone users that the company has seen for its Refresh Everything campaign. The campaign is an unusually good fit for mobile geo-social applications because many of the projects on which users can vote are tied to physical communities.
Singh said that RefreshEverything.com averages 4 million unique visitors per month, and has totaled nearly 50 million votes this year. Social media channels like Facebook and Twitter play a significant role in the campaign. Pepsi has 1.5 million Facebook “likers” and 43,000 Twitter followers.