Local mobile marketing start up MixMobi emerges from hundreds of entries to join 40 other emerging technology firms in advancing to the the semi-final round of brand giant PepsiCo’s PepsiCo10. MixMobi’s CEO, Lisa Foote noted, “Pepsi’s brands (Quaker, Gatorade, Frito Lay and Pepsi) are global, multi-channel brands that can benefit from MixMobi’s approach to mobile marketing.”
Billed as “an open call and partnership between PepsiCo and up to 10 of the most promising start-ups in media, communications and technology” PepsiCo is quick to point out this is not a contest. “it is an open Request For Proposals (RFP).” and “the 10 entrepreneurs chosen will be mentored by a team of venture capitalists, media experts and PepsiCo brand marketers during pilot programs of their submitted technologies and innovations.” While there is no ‘prize’ on the line, Foote noted the benefits of being part of the PepsiCo10, “To be associated in a technology demonstration with a brand like Quaker or Gatorade is very valuable to a startup. The trade off between revenue and exposure works in this case. ”
The next step for MixMobi as well as all of the semi-finalists is to submit a three minute video answering some basic questions and a running through a demo of the product or service. The finalists will be announced by weeks end with the final 20 heading to the two-day PepsiCo10 Summit to present to PepsiCo brand marketers, agency partners, venture capitalists and angel investors in attendance. The chosen ten will partner with a PepsiCo brand for a pilot execution of their solutions.
According to Foote the ideal outcome would be “To have MixMobi-powered technology support PepsiCo brands like Frito Lay or Pepsi beverages in multiple geographies in several different languages, across a variety of mobile platforms and carriers, as well as through diverse digital channels (ex: Facebook, Twitter, text messaging and Augmented Reality) would be an ideal demonstration of MixMobi’s robust, internationalization-ready platform.”