Pepsi Continues to Stay Ahead of the Curve - Launching Incubation Unit
Last year, Pepsi carved out a portion of its marketing spend to create a marketing and technology innovation/investment fund. Then, they did some interesting things around location based services including a deal with Foursquare…and now even more impressive innovation.
“PepsiCo 10” is an in-house start-up incubator that is being created in conjunction with Highland Capital and Mashable. Across 4 categories - Social Media & Marketing, Mobile Marketing, Place Based and Retail Experiential Marketing and Digital Video & Gaming - the program revolves around an open competition that eventually wraps up with 10 finalists being selected for a year-long program of access and mentorship across Pepsi brand groups and outside stakeholders including its agency syndicate.
Pepsi’s Seth Kaufman, Director of Media Strategy and Investment, and Bonin Bough, Director of Digital and Social Media, have done it again!
http://www.forbes.com/2010/06/04/facebook-foursquare-startup-incubator-cmo-network-pepsi.html
Thanks to David McKenzie, Founder and CEO of tailorbet.com for forwarding the article to me.
