PepsiCo launches celebrity social network

PepsiCo International is launching a social networking site focused on global sports stars and celebrities. It will be supported by a major advertising campaign.

The ad campaign will be rolled out in stages, kicking off today (March 17) in Europe followed by the UK next month. The focus will be around football stars including David Beckham (pictured), Thierry Henry and Cesc Fabregas. The campaign includes TV, print, outdoor and in-store promotions. It is thought that the campaign has been created by BBDO New York and it will run across TV, print, outdoor and in-store promotions,

The social networking site, pepsiyouniverse.com, created in conjunction with Youniverse, a software developer and social network, will offer users exclusive footage and downloads. It will also allow people to compare themselves with their favourite sports stars using the site’s visualDNA technology.

The company’s advertising will focus on specific themes such as music and “hopes and dreams” this year and this will also be reflected on the site.

PepsiCo’s tie up with Youniverse has been led by the food and beverage company’s digital media agency, Safari Sundays. Youniverse develops software for brands that allows users to build an online personality using pictures. It is used by sites such as MyDeco.com to allow users to find products that suit their style.

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