Altcoin News: PepsiCo Appreciates the Advantages of Using Zilliqa Blockchain in Marketing
PepsiCo Corporation was satisfied with the blockchain technology tests, during which it was able to increase the effectiveness of marketing operations by 28% using smart contracts, writes The Drum portal.
Testing of the Proton project was conducted in March in the Asia-Pacific region and was aimed at the so-called “visible impressions”. One of the campaigns included the use of smart contracts, the second — no.
PepsiCo collaborated with Mindshare, which also attracted Zilliqa Research, Rubicon Project, MediaMath and Integral Ad Science to participate in the project. The group has been working together for almost a whole year.
According to Mindshare, smart contracts were launched on the Zilliqa blockchain and made it possible to compare impressions from various data sources with payment information. Necessary operations were carried out with the help of the Native Alliance Token (NAT) token in time close to real, which in turn had a positive impact on performance indicators compared to traditional campaigns, as well as on the level of transparency.
“The results are encouraging, and we plan to run a few more campaigns under different conditions to verify more hypotheses and measure overall impact,” said Farida Shakhshir, director of consumer engagement for PepsiCo in the regions of Asia, the Middle East, and North Africa.
According to the participants, ensuring transparency while simultaneously automating on the basis of visible verification methods is the main goal of the project. This means that advertisers pay for ads only in conditions where they are considered available for viewing, safe for the brand and free from fraud.
Representatives from Zilliqa Research said they would continue to work on the development of the Proton project along with Mindshare and other participants.
Author: Marko Vidrih