Pepsi Builds Music Series Around Twitter Data
Beverages company to mine tweets to put on concerts.
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.”
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceHere are some examples of campaigns of local and small businesses that are rocking social media. Read More...
View articleSince its debut on Monday, people in Hong Kong are going crazy for Pokémon GO and brands are going out of their way to cash in. Read More...
View articleIn order to have a successful meeting with a potential client, there are some questions you should ask. Here are seven of them, taken from various age...
View articleClickZ couldn't be at Cannes, but luckily, Ogilvy & Mather's Mark Himmelsbach was there to give us the scoop. Here are his insights from this year...
View articleTwitter is introducing emoji targeting, in an attempt to lure advertisers and create a more effective targeting. What should we expect from now on? Tw...
View articleWe talk a lot about content. How to make it, what makes it work, how to measure it’s effects, if there’s too much of it and more. The fact...
View articleBT Sport wants to be “at the heart of football” and that’s why it focuses on Twitter during Champions League, especially this year w...
View articleWhat it’s like handling the social presence of the busiest airport in Europe? Heathrow airport seems to understand how Twitter may boost custome...
View article