Batter Up for PepsiCo’s ITV App

Borrowing a page from the Field of Dreams that inspired its current MLB campaign, Pepsi MAX is betting that if it builds a "Clubhouse in the Corn" then baseball fans will come.

IntoNow, a mobile app startup owned by Yahoo, has teamed with MLB Advanced Media, the digital arm of Major League Baseball, and PepsiCo on an innovative campaign that raises the bar on digital ad serving and monetization. 

It’s another PepsiCo first, leveraging technology to bridge television and the real world to create interaction around a great experience — in this case, baseball.Continue reading...