December 18, 2012
Peer-to-peer tie-ups perk up brands including Pepsi, Gap
Marketers are starting to harness the appeal of Peer Power, one of our 10 Trends for 2013, by partnering with peer-to-peer services as these startups rapidly become an economic force. Both Gap and PepsiCo recently partnered with TaskRabbit, the online service that pairs people looking for help with chores and those seeking odd jobs. The Gap promotion is positioned as a way to get help during the “holiday crunch”: Shoppers who spend at least $75 at participating Gap stores in San Francisco or New York between Dec. 8 and 24 get $25 in TaskRabbit credit, redeemable online or at in-store “concierge desks.” In October, PepsiCo gave away 50 task services a week over four weeks in select U.S. cities to promote Pepsi Next. “We’re going to do an hour of your chores so you have time to enjoy the unbelievable taste of Pepsi Next,” promised the promotion for the reduced-sugar soda.
In the car category, RelayRides, a peer-to-peer car-sharing startup, has partnered with GM’s OnStar connected-car system. Users of OnStar, best known as a safety service for drivers, can now easily rent their car via RelayRides, which received venture capital funding from GM. In partnering with these P2P upstarts, established brands can infuse freshness or modernity into their persona, broaden their appeal and/or get an existing consumer segment to look at them in an interesting new light.
Image credit: Ruben Hughes