Beverage brand's head of digital talks about Foursquare as SXSW goers play the actual schoolyard game.
Austin, Texas -- Pepsi's "Refresh Everything" social campaign has certainly caught the attention of marketers and consumers in the last two years. But hiring social media strategist Shiv Singh away from digital shop Razorfish in mid-2010 was another clear signal that the beverages/snacks company was serious about interactive marketing.
Since his arrival as head of digital for PepsiCo Beverages North America, the company's digital activity has been on the upswing, with an emphasis on mobile. Singh and his team have worked with Foursquare and Stickybits in the geo-social realm, while partnering with Facebook to insert the "like" button into display ads across publisher networks.
In the video interview below, shot in slightly windy conditions in the "Pepsi Max Lot" near the SXSWi convention center, Singh riffs on what his firm has been able to accomplish while offering predictions for the future:
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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