NEW YORK ? A PepsiCo executive at the Yahoo Connect Forum provided case studies to illustrate the effectiveness of a multiscreen marketing approach.

?The Intersection of Digital Behavior and Media Consumption? presentation focused on how Pepsi is connecting consumers all across the digital spectrum.

?We strive for 100 percent accessibility,? said Andrea Harrison, director of digital engagement at PepsiCo, Purchase, NY. ?We know this is important from our observations of consumer behavior.?

MLB Pepsi Refresh project
Last year Pepsi ran its Refresh promotion, which centered on people texting in their ideas of how to make their communities better.

Through its alignment with Major League Baseball, Pepsi was able to promote texting an idea to short code 76462 in-stadium.

There were other methods of entry as well, such as online.

Twenty-eight percent of all votes were made via SMS.

The program did so well in 2010, Pepsi chose to do it again in 2011.

Pepsi Max and IntoNow
This summer through IntoNow, Pepsi was able to give away a free Pepsi Max to consumers who synced their television viewing with what others were talking about.

Basically, Pepsi embedded code into a TV spot, asking consumers to tag the TV spot in the IntoNow app and get a coupon to redeem a free Pepsi Max at any CVS.

IntoNow is a mobile application that works like Shazam, only for video.

?We worked with CVS and used their gift card mechanism,? Ms. Harrison said. ?The app understood the tag and checked them in and they could take a coupon into CVS to redeem and get their free Pepsi Max.?

Foursquare sweeps
Pepsi used the tag line, ?Follow Pepsi to Unlock Summer Fun? in a program with foursquare. The tag line was in online ads and also in the TV commercial associated with the campaign.

Consumers were encouraged to check-in at beaches, pools, parks, stadiums and other locations associated with summer fun.

A check-in at three venues earned users a badge and qualified them for sweepstakes prizes.

Pepsi was able to get 60,000 follows as a result of the campaign. Additionally, it was the No. 1 trending brand on foursquare during the campaign.

?This campaign illustrates the coming together of creative technology and digital strategy,? Ms. Harrison said.

Live tweet ad integration
When Pepsi spokeswoman Sofia Vergara was nominated for an Emmy, Pepsi used live tweet ad integration to create buzz.

Pepsi did homepage takeovers on various media. The units targeted tablet users that were following the Emmy?s on their device while watching on TV.

?We challenged the agency to come up with a unit that talks about what Sofia Vergera is doing at the Emmys,? Ms. Harrison said. ?We would also feature the relationship between her and Pepsi.?

Pepsi chose a simple rotation for the ad. The first unit was a photo gallery of Ms. Vergera, the second was her tweets and the third allowed consumers to tweet right through the ad unit.

Pepsi Sound Off
With the lean-back tablet user in mind, Pepsi is now working on its Sound Off project, that goes live next week.

?We know people are not just multitasking while watching TV they are chatting, gossiping, they are having fun,? Ms. Harrison said. ?The concept is to create programming within the device that is just as enjoyable as what is happening on the TV.

?The less prescriptive you are about what they can share the more they participate,? she said.

Pepsi came up with the idea for a glorified Twitter interface that is meant to spur conversation.

As users post comments people can "like" and the user who posted gets points. There are different levels that people can get to based on the points they accumulate.

?The idea is elevating people and their commentary and critique,? Ms. Harrision said.

?Pepsi Sound Off is HTML 5-based not an app,? she said. ?The reason for HTML 5 is the demographic is wide and not just people who will download an app.?

Andrea Harrison at the Yahoo Connect Forum