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 San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

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.

WEBINARS

    Information currently unavailable

Jobs

    • Interactive Product Manager
      Interactive Product Manager (Western Governors University) - Salt Lake CityWestern Governors University, one of the 20 largest universities...
    • SEO Senior Analyst
      SEO Senior Analyst (University of Phoenix (Apollo Education Group)) - San FranciscoSEO Senior Analyst   Position Summary...
    • SEM & Biddable Media Manager
      SEM & Biddable Media Manager (Kepler Group LLC) - New YorkAs an Optimization & Innovation Manager at Kepler Group, you will be on the bleeding...