The move marks the first time an SMS promotion has been launched at a national level in Australia's soft drink category.
Pepsi linked up with Mobileway, a service provider managing data transactions, and interactive marketing agency Communicator for the 'We'll take you there' campaign.
The campaign used two-way SMS as a trial to assess if the medium would be useful for future promotions, according to Damon Gorrie, managing director of Communicator.
"When consumers purchased a can of Pepsi, they would find a unique code on the can and they could then use this to send their name and email, which was optional, to enter a prize draw."
All entrants were sent a response confirmation message from Pepsi, and customers were notified when incorrect codes were entered.
"Consumers either used SMS or mail-in to send their entries. We got 100,000 entries via SMS. I don't think anyone expected this result," said Gorrie.
SMS entries accounted for 79 per cent of the total, with mail-in entries at just 21 per cent.
Communicator also developed an SMS concert ticket promotion for Pepsi on Australia's Channel Ten through the Pepsi Live programme on Saturday evening and Sunday morning.
Viewers were requested to SMS their name and a unique keyword to win tickets to the Melbourne and Sydney rumba festivals.
The promotion, which ran for 50 seconds during the programme, achieved a response of 6,500 entries, said Gorrie.
"This was the first SMS promotion on a national level for that category.
Since then, Coke has followed and also done the same. The success of this campaign has meant we've secured more executions for the remainder of this year, he added.
Communicator is also scheduled to kick off an eight-week SMS campaign for Lion Nathan Brewery's Toohey beer brand for this month's Australia's Origin Rugby Series. "This is a big promotion where consumers purchase a case of beer - 24 bottles or cans - and there will be a unique code on each carton. We're using an instant win engine for this and there is a big pool of prizes."