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Pepsi Brand With Various Pop-Culture Icons
In April 2012 Pepsi launched a multi-year campaign called “Live For Now”.
It was the brand’s first global campaign.
A centerpiece of the campaign is “Pepsi Pulse”, an interactive digital
platform which operates in real time. One may say that it is a Tumblr-like
dashboard of pop-culture content, curating and serving up tweets, pictures and
news items from the world of entertainment. Aside from that, various
celebrities are posting challenges, which fans are encouraged to solve.
Moreover, Pepsi has replaced it’s homepage with Pepsi Pulse. Visitors are being
encouraged to share each item with other people via various social media
channels, including Facebook and Pinterest.
Also worth mentioning is the fact that as a part of this campaign, Pepsi
organised and promoted a number of exclusive pop-up, Twitter-enabled concerts
that summer, featuring major music artists.
These two initiatives gave Pepsi the opportunity to connect it’s brand with
some of the most influencing pop-culture icons of our days. As a consequence,
it managed to draw the attention of a substantial number of young people on
it’s products. These people tweeted and shared on Facebook and Pinterest news
and photos that at that age seem to be the most interesting to them and their
friends. Pepsi was able to measure the effectiveness of this initiatives by
searching for hashtags and keywords that include the names of it’s products.
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