Pepsi has unveiled a partnership with Twitter that will span over the next 52 weeks as part of its global ‘Live for Now’ campaign which is called ‘Live for Now Music’. The partnership reportedly uses video, live streaming along with original content as vital tools to further reach target audiences. In an interview with Ad Age, Adam Bain who is Twitter President of Global Revenue said, “This is the biggest initiative a marketer has done with Twitter to date. It ranks as one of the smartest campaigns we’ve seen on the platform too. This yearlong program takes full advantage of Twitter.”
The popular beverage company will be apparently organizing musical events which it has labeled as ‘pop-up concerts’ that will be announced one to two weeks before it actually happens in small venues around the US. This endeavor will begin at the end of June. In addition to that, the concerts will be streamed live on Pepsi’s Twitter page. Users will also have the ability to vote for songs that they would like to hear playing at the concerts.
Moreover, Pepsi will be using the micro-blogging site to reveal trending topics that are related to music via an analysis of tweets. Subsequently, it will create brief video digests every week and they too will be featured on the brand’s Twitter page on Wednesdays. The best part about all this for me personally is the fact that Pepsi has also announced that through this partnership, it will be giving away free music downloads to users via its Twitter page. ‘Live for Now Music’ is apparently the second program realized by the Twitter brand-strategy group run by Joel Lunenfeld.