Pepsi and Coca Cola are two of the largest brand advertisers in the world so it is only natural that they are both diving into mobile:
PepsiCo and Coca-Cola have both introduced new mobile marketing programmes, each using location-based services to engage consumers.
For its part, PepsiCo has partnered with Foursquare to offer members rewards premised on habits beyond "checking in" at a set time or place.
If participants earn a "Gym Rat" badge, achieved by regularly exercising at sports centres, they could receive a bottle of SoBe Lifewater.
Should users work out early in the mornings, they are likely to be provided with items more suitable for breakfast, such as Quaker Oats and Tropicana.
Elsewhere, Coca-Cola has allied with SCVNGR, which specialises in delivering mobile "challenges", running a campaign primarily targeting teenagers.
It will "seed" ten shopping centres operated by Simon Malls on 26 November, Black Friday, asking customers to undertake challenges, like visiting certain stores or taking photos.
American Express gift cards and branded Coke merchandise are just some prizes up for grabs as part of this effort.
Online and print ads are to be supplemented with signs in malls, carrying taglines including "This mall has secrets. Unlock them."