Earlier this month, Pepsi introduced Live For Now – a global campaign that looks to celebrate entertainment and pop culture through celebrity partnerships and digital elements such as Pepsi Pulse, an online dashboard that curates trending pop culture news through social platforms.
The newest branch of the Live For Now initiative includes a year-long partnership with Twitter. Twitter’s user interface will remain unaffected, and it will serve largely as a community host to the Pepsi brand as it communicates with its fans, hosts giveaways, and provides exclusive content. This partnership may also include Featured Tweets and a higher ranking as a Recommended Follow. According to Twitter’s President of Global Revenue, it is the largest marketing initiative Twitter has participated in to date (source).
Earlier today, @Pepsi fans in the US were given free music on Twitter – redeemable through Amazon. Other weekly giveaways in the coming year will include exclusive access to a series of pop–up concerts across the US. Like Pepsi Pulse, the featured artists will be based on trending pop culture content from the past week. Fans will also be able to influence the playlist at these pop-up concerts, through Twitter.
As Ad Age reminds us, Pepsi is not the only brand to leverage pop culture through digital tools. In April, Coca-Cola signed a global partnership with digital music service Spotify for its upcoming Year of Music campaign for 2013.
Follow Pepsi’s Twitter feed at @Pepsi.
Source: Ad Age. Photo: Pepsi.