PepsiCo today announced the 10 start-ups who will make up the inaugural PepsiCo10, an innovative incubator program that matches technology, media and communications entrepreneurs with PepsiCo brands to activate pilot programs in digital media and social marketing. For more information, including a highlight reel of the PepsiCo10, visit http://pepsico.presslift.com/pepsico10partners.

Among the selected 10 start-ups are gaming platforms for consumers in restaurants, amusement parks and retail stores; mobile couponing solutions, a still mostly unrealized consumer engagement point for consumer packaged goods companies and retailers; and niche social networking platforms that bring consumers together around common interests, such as music, TV and sports.

Throughout their pilot programs, the PepsiCo10 will receive support from a PepsiCo mentor; program partners Highland Capital Partners, a global venture capital firm, and Mashable, a premier social media publication; and communications agency partners OMD Ignition Factory, TracyLocke, dmg :: events and Weber Shandwick.

The rigorous selection process of the PepsiCo10 began in June with an open call for submissions focused on one of four innovation segments: social media, mobile marketing, place-based and retail experiential marketing, or digital video or gaming. The more than 500 applicants were culled down for a second-round RFP and video submission and from there, to 20 for a two-day oral presentation to PepsiCo brand and marketing teams, agency partners and venture capitalists at PepsiCo headquarters.

Selected PepsiCo10 partners include:
Place-Based and Retail Experiential Marketing
AisleBuyer: Mobile shopping platform aimed to improve users’ in-store retail shopping experiences by leveraging SmartPhone technology to unite the best features of both ‘bricks’ and ‘clicks’ retailing.
TableTop Media: First pay-at-the-table and digital promotion tabletop platform that uses a Ziosk seven-inch wireless touch screen device to provide guests at casual dining restaurants with an interactive and convenient ordering and check-out experience.

Mobile Marketing
MyCypher: Dynamic mobile platform that allows artists world¬wide to create new music in real-time by turning every mobile phone into a mi¬crophone.
Zazu: Mobile alarm clock and calendar reminder that orally provides users with calendar details, weather, email and news, allowing them to start the day with the information they need to make the right decisions.

Social Media & Marketing
BreakoutBand: Social music experience for teens that allows them to form virtual bands with friends, create original songs and com¬pete to top the song charts.
FanFeedr: Real-time personalized sports feed platform, which allows users to pick favorite teams and players, and supplies them with the most-up-to-date collection of relevant news, videos, tweets, scores and information.
Tongal: Online platform that combines crowd-sourc¬ing and performance games to harvest content from a worldwide community of creators for businesses’ campaign concepts, tag¬lines, slogans, pitches, commercials, music videos, instructional videos, short films, animations and other rich media.

Digital Video and Gaming
Evil Genius Designs: Interactive technology provides mobile game play and entertainment to guests waiting in lines at amusement parks, arenas, conferences and more.
Miso: Social platform that allows users to ‘check-in’ to their favorite television shows to earn points and unlock virtual badges, share what they are watching and see what friends are viewing, and engage with content throughout the course of a program. 
MotiveCast: Loyalty- and reward-based mobile gaming solution that uses augmented reality and location-based services to allow brands to discover and deeply engage with consumers in branded, fun, rewarding and highly interactive game play.

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