PepsiCo?s Pepsi Max has mobilized its advertising within the Danish Rail system using 2D bar codes that connect commuters to a variety of content and information.

The soft-drink giant tapped ScanBuy technology to mobilize the ads. Commuters can scan a code from a poster or window cling to instantly get information about a music festival that Pepsi is sponsoring in Copenhagen at the end of September. Consumers can also get a free sample of Pepsi Max.

?This is a great way to get people engaged with a brand like Pepsi in an innovative way,? said Jonathan Bulkeley, CEO of ScanBuy, New York. ?Instead of just seeing an ad, people can now interact with it, and even trial the product in this case. 

?It really makes traditional media more valuable and provides detailed analytics on performance,? he said.

Pepsi Max is a low-calorie, sugar-free soft drink, owned by Pepsi. It is an alternative to regular Pepsi and Diet Pepsi.

Consumers can scan the Pepsi code on posters within the Danish Rail system and they are taken to a mobile site where they can enter their phone number to get a free can of Pepsi Max, which can be redeemed at kiosks around the rail system. 

People can also get more information about the Voice Concert in Tivoli, the music festival that Pepsi is sponsoring in Copenhagen at the end of September. Tivoli is the largest amusement park in Copenhagen.

The event will feature performances from Nik and Jay, David Guetta, Aqua, Kelly Rowland, Milow, Outlandish, Promoe, Pixie Lott, Jokeren, Medina, Burhan G, Joey Moe, Jooks, Sukkerchok, Celina Ree and Alien Beat Club.

People have been using ScanLife in Denmark for about a year. 

Wireless carriers like TDC and Telia have certified the application for more than 100 different camera phones, and a number of brands have been using the technology including Fanta and Electronic Arts. 

The project within the Danish Rail is one of the largest projects so far, per Mr. Bulkeley.

Pepsi is seeing hundreds of scans per day.

Other brands have implemented ScanBuy technology as well.

Scanbuy partnered with Avery Dennison, a provider of ticket/label services for the apparel industry. EZcodes are now being placed on retail tags that can immediately connect to mobile content like photos of complimentary items, sales offers from retailers and promotions (see story). 

?One of the main hurdles for mobile marketers or content providers is discovery,? Mr. Bulkeley said. ?You can use mobile banner ads or search, but the numbers are still pretty small. 

?2D bar codes are a great way to get people to a specific location from physical media which still has the greatest reach,? he said. ?So now they can monetize their digital content from any environment ? even a rail station.?