I totes called it. Technology is birthing more and more of these TV/smartphone interactive campaigns, and consumers are just drinking it up. This time, it is the IntoNow application partnering with Pepsi Max: activate the app while watching the new commercial spot, "Field of Dreams" and receive a coupon for a free 20 oz. Pepsi Max.

IntoNow's patented audio-fingerprinting technology automatically identifies any content from the past five years, including live or delayed television content. 

Consumers are rewarded for paying attention to ads, and marketers can further measure the effectiveness of their campaign, as well as driving desired behavior.

Pepsi isn't the first to utilize the burgeoning relationship between phone apps and TV. Shazam recently teamed up with Old Navy, urging viewers to tag the original song in the commercial, and win a pair of jeans. Simiarly, Honda Jazz launched an animated campaign allowing viewers to snatch characters from their TV spot and play with them on their phone. By offering direct, even tangible awards for interest and participation, it's a win-win for brands and fans alike.

Pepsi Max "Field of Dreams" spot

Old Navy + Shazam