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Location-based marketing is on the move, and it's coming after you.

Mobile marketing from PepsiCo will be among the first to use geo-location to proactively target custmers - their new Foursquare partnership and very own iPhone app directing offers straight to shoppers' pockets. Via Foursquare, where brands such as Starbucks have used the million-member on-the-go network to create digital loyalty cards, Pepsi's partnership will bring feedback on shoppers' exact whereabouts, permitting real-time reactions.

PepsiCo is working on two separate initiatives. There is an exclusive partnership with location-based mobile social networking application Foursquare and the launch of its own Pepsi Loot location-based application for Apple’s iPhone and iPod touch.

“Pepsi Loot is what we hope is going to be the first geo-based iPhone application that has a loyalty program associated with it,” said Margery Schelling, chief marketing officer of PepsiCo Foodservice, Purchase, NY. “Consumers on-the-go always have mobile devices with them, and when they are hungry, they can open Pepsi Loot on their iPhone and it shows them every Pepsi location in a certain area.

“The app tells them what type of food each restaurant serves, and they can share details on Twitter and Facebook,” she said. “App users can earn loyalty points by walking in and hitting ‘check in,’ and it’s geotargeted, so the app recognizes that they’re in the specific location and you earn loyalty points.

“The Loot mobile loyalty program is available to every restaurant customer in the U.S. that pours Pepsi products—more than 200,000 locations across the country.”

Earlier this year, Pepsi launched the Pepsi Refresh Project  (see my January post) in an effort to refresh consumers’ perception of the brand, and this application is an extension of that initiative.