Pepsi & Twitter have announced a new partnership centered around music. It will be a big part of Pepsi’s ‘Live For Now’ global marketing campaign. The partnership is based on three aspects: listen, watch and experience.
PepsiCo’s president Brad Jakeman explains why they chose twitter to activate their music campaign; “Twitter is the quintessential ‘now-time’ media, which is a natural fit with our ‘Live For Now’ global campaign. Combine that with Pepsi’s long association with music and the result makes for a cool and innovative experience for music fans everywhere”.
Music is consistently among the most popular topics on Twitter. With this partnership, Pepsi wants to give their followers a unique and real-time way to experience music. They are offering consumers three ways to connect with their campaign. All followers of @pepsi can download free music from the Amazon MP3 store. Besides this several pop-up concerts will be held in the U.S. this summer. Each concert will feature an artist who has a lot of followers, and will be announced on twitter only. Each gig will also be streamed on Pepsi’s profile page.
As well as the free downloads and gigs, Pepsi will also use Twitter for unique content. Every week Pepsi will create a video based on the most popular music and artists on Twitter. By filtering the tweets related to music, Pepsi will uncover what’s hot and then present this to their fans. It’s the first time that a commercial partner of Twitter will use this data to develop content for their followers. The first video has already appeared online, check it out: