Twitter has announced that it has signed a new partnership with Pepsi. Called “Live for Now Music,” it will work with Pepsi’s current campaign and new global positioning and will span 52 weeks.
“This is the biggest initiative a marketer has done with Twitter to date,” said Adam Bain, Twitter’s president-global revenue. “It ranks as one of the smartest campaigns we’ve seen on the platform too. … This yearlong program takes full advantage of Twitter.”
The program will involve Twitter promoting pop-up concerts over the Summer one to two weeks in advance and will be streamed live on the platform through the @Pepsi handle. Twitter users will also be able to influence song choices at the concerts.
Pepsi also will be working with Twitter to determine trending topics related to music by analyzing the platform’s hundreds of millions of tweets that will be compiled into a short, weekly video digest, which will be embedded on Pepsi’s Twitter page every Wednesday. Finally, the brand will give away free music downloads via its @Pepsi handle.
Pepsi plans to use Twitter’s ad products to draw attention to the “Live for Now Music” program. “This further reinforces Pepsi’s position as being a curator, sponsor, creator, supporter and participant in pop culture and music, specifically,” said Shiv Singh, global head of digital for PepsiCo Beverages.
This is the second sort of program to come out of the group, preceded by AmEx Twitter Sync Campaign at this year’s South by Southwest Interactive. “We’d like to do more deals like this. … Any opportunity to get strategic with a marketer and agency is rare,” noted Bain.
Source: Creativity Online
