Home  › Social › Social Media
pandora-pepsi

Pepsi Builds Music Series Around Twitter Data

  |  May 30, 2012   |  Comments

Beverages company to mine tweets to put on concerts.

PepsiCo's head of digital Shiv Singh has helped his brand in recent years mesh digital marketing with music events like South by Southwest, while partnering with platforms such as Foursquare, Instagram, and BreakOutBand. But his company's new Twitter partnership has perhaps more intriguing features for connecting digital eyeballs with dancing concertgoers.

"Twitter is about capturing the excitement of now," Singh told ClickZ on Wednesday. "[The effort is] content-driven and experience-driven…It's about consumer participation. And then to a smaller extent, it's about ads as well."

For the next 12 months, his Purchase, NY-based beverages and snacks giant will analyze data about music-related tweets and publish video commentary about what bands or artists are creating the biggest buzz. Pepsi will give away weekly music downloads based on the data. Forty-nine percent of Twitter users follow at least one musician on the social site, according to Twitter.

The data will also be employed to develop a series of so-called pop-up concerts, which will take place across the United States this summer. Pepsi will alert its hundreds of thousands of Twitter followers to concerts two weeks in advance. The shows will be live-streamed on Twitter, and, Singh said, the number of performances "will be anywhere between three and 12." Artists for the concerts have not been revealed.

The Twitter data "can affect which artists are asked to perform," Singh explained. "It can affect where the performance may happen. It can affect what song choices are initially selected for the artists."

As the digital exec earlier suggested, Twitter ads - Promoted Tweets and Promoted Trends - are an element of the partnership. "We are using Twitter ads on an ongoing basis," he said, "and we'll use them to promote the pop-up concert series."

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Christopher Heine

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.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...