Pepsi outlines strategy behind Twitter deal
Pepsi is to use its Twitter page as a hub for followers to download free songs over the next year as part of a raft of activity the drinks manufacturer is planning on the social networking site for its global ‘Live for Now’ music campaign.
The ‘Live for Now Music’ tie-up launches today (31 March) and will also see Pepsi stream videos of live ‘pop-up’ concerts taking place in America throughout the summer. Followers will need to tweet a Pepsi hashtag to get the song, which is accessible from Amazon.com’s MP3 store.
The first concert will be in late June and followers will able to able influence certain aspects such as the song choices. Pepsi has not announced the artists that will perform at the events although it has already worked with RnB singer Nicki Minaj this year.
Every Wednesday for the next year, Pepsi will post a video highlights show of music news based on an analysis of trending topics on Twitter.
Pepsi will use Twitter’s ad products such as Promoted Tweets, which launched in 2010, as well as its analytics tools as part of the deal.
PepsiCo first announced the tie-up with Twitter in April when it launched ‘Live for Now’, the first global campaign for its flagship Pepsi brand. The campaign aims to claw back market share from rival Coca-Cola and appeal to a younger generation of consumers.
Music-loving Young consumers have also been targeted by Coke, which penned a global deal with music platform Spotify last month.
The deal, which Twitter claim is its most expensive to date, comes as UK brands argue that the social platform needs to do more to encourage them to advertise on it.
