PepsiCo is trying something new to connect its brand with would-be customers. It involves music, and it involves Twitter, though how exactly this effort is supposed to get people to drink more soda isn't quite clear. Pepsi is ramping up the cola-wars on social media with a move to stream live video from concerts to its followers on Twitter.
Financial terms of the deal with Twitter were not disclosed.
Starting today, Pepsi will post a video summary of music news on its corporate Twitter page each Wednesday based on trending music topics on Twitter. It will also offer a free MP3 download from Amazon that relates to the video news summary. To get the song, users will have to send a tweet with a Pepsi hashtag.
Shiv Singh, Heads Global Digital for PepsiCo Beverages, said, the videos will give viewers “the pulse on what’s happening in music.” They’ll be posted each Wednesday for the next year.
Pepsi will also stream video of live concerts and in some cases will let its followers make "tweet requests" of the acts on stage. The first concert featuring that interaction will be held in late June.
The deal comes about two weeks after Twitter announced another long-term deal with ESPN to create custom ad programs around major sporting events. Twitter, which makes most of its money from advertising, is poised to post ad revenues of $259.9 million this year.
According to a report, up to $600 million in additional marketing for Pepsi has been put aside for this year and that the loss of market share to Coca-Cola has brought about criticism from investors.
According to industry monitor Beverage Digest in 2010, Pepsi was knocked from the Number 2 place by Diet Coke in the U.S., with Coca-Cola retaining the crown as the top selling fizzy drink.
For Pepsi, the deal is a social media twist on a promotion it has run before: In 2004, the brand rolled out an ad scored by Green Day’s rendition of “I Fought the Law” that announced 100 million free downloads via iTunes.
The connection for consumers with Pepsi has been strengthened in the past with performers such as Michael Jackson, Britney Spears and Beyonce appearing in adverts.
April 22, 2013, 5:55 am UTC
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