As longtime customers curb their soda intake, Pepsi needed to attract the next generation of cola drinkers. The target? Millennials, a fickle, fun-hungry group notoriously immune to traditional marketing.

Enter Pepsi Pass, an experience-based app for iOS and Android, that rewards you for not only drinking Pepsi, but also having fun with your friends—all of which you can then cash in for even more fun experiences. And it’s super easy. Just install the app and hang out with your friends like your normally do, and earn points that give you access to awesome events that only Pepsi can provide, like concerts, sports games, festivals and more.

My role was to oversee all product updates and new ways for users to stay engaged such as the launch of “Friendies,” a play on selfies, which enables one to take photos with friends earning more points the more people one could squeeze into the shot.

Within 6 months of launch, Pepsi Pass has over 1MM downloads and five stars in app store.