PepsiCo's strategy embodies engaging consumers in the many "passion points" in their lives. With its TV environment at point of purchase (POP), GSTV helps the brand reach a customer right before making a purchase decision.
"GSTV is a great example of a partner who is playing [image-nocss] a vital role in helping us connect with our consumers in meaningful ways when they are most receptive to our messages," said Seth Kaufmann, director of media strategy and investment for PepsiCo North America Beverages. "Our partnership with GSTV allows us to add value to the consumer experience, ultimately deepening our relationship with our consumers and driving our business as a result. It's also an added bonus that they are closest to the moment of truth in a key strategic retail channel for us, ensuring our consumer connections translate into sales."
GSTV produced a spot exclusively for the Pepsi Refresh Project, the campaign to award more than $20 million to ideas that move the world forward, and it customized the ad specifically for the gasoline venue. With collaboration from Pepsi's marketing team, GSTV scripted and designed the spot to match the look and feel of the Pepsi Refresh Project, and added the key "purchase" call to action.
"We are excited that PepsiCo sees value in our offering, which is a TV platform in an actionable environment near point-of-purchase," said David Leider, CEO of Gas Station TV. "With the definition of TV evolving, more effective options such as GSTV answer the inherent issues facing traditional at-home TV, such as DVR penetration and audience fragmentation. Our relationship with Pepsi is proof that our television platform is being included in clients' TV mix just like any traditional broadcast or cable network."
Detroit-based GSTV is a major, national away-from-home TV network delivering a one-to-one consumer viewing experience. GSTV delivers entertaining and informative content with hyper-local targeting down to an individual station, motivating a mass audience just steps away from the convenience store. It connects with "captive" consumers for four to five minutes during a natural pause point in their day when they cannot channel surf or skip past a message with a DVR.
Programming includes exclusive news and entertainment segments from NBC, sports from ESPN, local weather from AccuWeather and original content. GSTV broadcasts to more than 100 U.S. designated marketing areas (DMAs) at the nation's leading gasoline retailers. GSTV has Nielsen Media Research-verified viewership, demographics, dwell time, network size and recall.
Purchase, N.Y.-based PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands.
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