Ed Cotton: What Is Pepsi's New Real-Time Strategy?
The beverage giant has launched a new marketing campaign that includes a partnership with Twitter that involves a number of pop-up concerts.
Brands now have to tell stories in real-time, one of the most ambitious current attempts at this are Pepsi latest global marketing campaign- “Live for Now” which is now breaking across a variety of different media.
The digital component is “Pepsi Pulse” which uses data from Social Flow to populate a new dashboard for pop culture and entertainment news. This platform integrates a range of content including celebrity Tweets and Tweets containing relevant hashtags.
Another component of the campaign is a partnership with Twitter that involves a number of pop-up concerts.