This looks set to be one of Twitter's biggest brand partnerships to date, as details of Pepsi's year-long campaign have been revealed. Starting this Wednesday, Pepsi's Twitter page will turn into a full entertainment hub, featuring free song downloads and live video streaming for concerts. The campaign is being called Live Now For Music. It comes off the back of some pretty heavy investment from Pepsi into Twitter, with an enhanced profile and a clear focus on creating entertaining content for followers.
As well as sharing music content, Pepsi are also offering fans the chance to take part in their first 'pop-up' concert, which is much more of an interactive experience. You can talk to Pepsi through their @pepsi Twitter account and influence which songs are played. The concerts will be streamed live online, while being held in smaller venues.
Twitter finally gets it
This is one of most Twitter's adventurous branded campaigns so far and it shows that they are finally starting to understand how best to work with partner brands. Or at least are opening up the platform somewhat to facilitate this. It comes off the back of another recent announcement of a brand campaign, with ESPN. They've developed a joint advertising venture with them, whereby brands will be able to bid on ads to take part in a true second-screen experience. The first roll-out of this is #gameface , where people were encouraged to upload pictures of their best game face during the NBA Finals, with images being featured on-air as well as within Twitter.
This is exactly the kind of thing Twitter needs to be doing for brands. They have an engaged audience who are there to read updates more than they are to make them themselves, but up until now the entertainment offering has been limited. The Pepsi campaign shows what's possible within a Twitter profile, which up until now has been a fairly flat place for brands to engage with consumers. Good timing with the damage being done to Facebook's reputation as well.
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