Pepsi Engages Tweeters Around Music
By Clio V. Rourke | @cvrourke
Pepsi has launched a simple but effective strategy to gather and engage (young) Twitter followers: Pepsi’s social media campaign “Live for Now Music,” rewards consumers who follow the brand on Twitter and use the hashtag #PepsiMusicNOW in their tweets with free MP3 downloads. Music videos and “pop-up concerts” are also part of the campaign. The “Now” in the campaign is being generated by Twitter. As part of the partnership between Pepsi and Twitter, once a week “Pepsi will analyze the music-related Twitter posts of its American users and will publish a video commentary (also on Twitter) about whatever music people are talking about most,” reports The New York Times. The campaign’s pop-up concerts will be featured on Twitter as well, live-streamed, and Pepsi’s followers will be able to request songs through tweeting. “Live for Now Music” is part of Pepsi’s global ad campaign “Live for Now,” which launched earlier this month. “Live for Now Music” obviously aims at reaching younger consumers, whose brand loyalty is precious for soft drinks.