Home  › Marketing › Strategies
buzzfeed-listiclock

Pepsi Next is on the Clock of Lists at BuzzFeed

  |  August 16, 2013   |  Comments

As the world turns and time fades away, Pepsi Next would like you to enjoy a running series of sponsored posts on BuzzFeed's ListiClock.

As the world turns and time fades away, Pepsi Next would like you to enjoy a running series of sponsored posts on BuzzFeed. The site that got its start as a purveyor of cat videos, memes and lists (cutely called ‘listicles’), has developed a new sponsored program to showcase the latest mid-calorie pop from Pepsi alongside listicles like “10 Completely Unbelievable Stories People Actually Believed.”

BuzzFeed’s creative team developed a ‘ListiClock,’ which features a list for every second of the day as it tells the time in animated form. Users can access the program from a ‘clock mode' button that rests prominently at the top of the homepage.

“Pepsi Next was the brand we envisioned it for given the elements of time, unbelievable and surprise being so core to that brand,” says Jon Steinberg, president and chief operating officer at BuzzFeed. “Once we shared the concept with Pepsi and OMD Ignition Factory earlier this year, we collaborated on the execution so that it made sense for the brand and the social web. OMD has always been an agency we are able to push into new boundaries with.”

The project, which took several months of development and collaboration, kicks off with a total of 2,600 posts that will cycle through the interactive ad as it slides through seconds, minutes and hours in real time. Each BuzzFeed listicle on the Listiclock matches the number on the clock, so “20 GIFs That’ll Make You Question Reality” shows up at the 20-minute mark of every hour. Posts like those branded by Pepsi Next, of which there are 31, appear at 10-minute increments. Non-sponsored BuzzFeed stories appear in the feeds for hours and seconds on the clock.

“We like to maintain a mix of sponsored and organic content. And, of course, Pepsi has strong branding on the clock itself,” Steinberg tells ClickZ, adding that the ListiClock is currently exclusive to Pepsi. “This is an innovative partnership that we have built based on our continued collaboration on the Pepsi Next brand. The Listiclock will be live for a few months with the hope that we will be able to learn and improve as times goes on.”

BuzzFeed hopes the new program will encourage site visitors to discover its extensive trove of lists in a more fun and unique way, all the while anchoring a series of new sponsored stories like “The 30 Most Unbelievable Things You Can Actually Buy” to the Pepsi Next brand. “The clock shows you unbelievable content in a timed element, which plays to the ‘next’ aspect of the brand,” says Steinberg.

“Pepsi Next has been on BuzzFeed since the brand launched in the US and we have helped craft a strong voice tying "unbelievable taste" to the "unbelievable" content you find on the social web,” he adds. “Pepsi Next's consistent voice on BuzzFeed is presenting content you need to see to believe, just as Pepsi Next is a soft drink you have to taste to believe it.”

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, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Matt Kapko

Matt Kapko has been writing about mobile since 2006, before it became cool. Based in Long Beach, CA, he has covered mobile entertainment, digital media, marketing, and advertising for several business media outlets. A former editor and reporter for RCR Wireless News, paidContent, and iMedia Connection, Matt is a regular freelance reporter for ClickZ. You can follow Matt on Twitter at @MattKapko or drop him a line at matt@kapko.co.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. 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

    • Senior Director US Agency Ad Sales
      Senior Director US Agency Ad Sales (Expedia, Inc.) - ChicagoJob Title:  Senior Director US Agency Ad Sales   Position Overview: The Senior...
    • Senior Director US Agency Ad Sales
      Senior Director US Agency Ad Sales (Expedia, Inc.) - New YorkPosition Overview: The Senior Director US Agency Ad Sales is responsible for managing...
    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...