Engage Pepsi fans in social conversations by transforming the Pepsi homepage into an interactive pop culture dashboard driven by social media.
Pepsi Pulse, the pepsi.com homepage, is the centerpiece of Pepsi’s #LiveforNow campaign. By curating the most intriguing social conversations around pop culture, Pepsi engages its audience and blends the lines between fans and customers. Pepsi Pulse features Tweets with #LiveforNow, #Now, and other relevant curated content. Super stars like Joe Jonas, Katy Perry and Nicki Minaj all participate and further increase the social buzz around Pepsi. The dashboard also includes original articles about pop culture and occasional live performances. For example, a Nicki Minaj concert was streamed live and Tweets about the concert were posted in Times Square in addition to the dashboard.
The brand deployed Twitter Promoted Tweets and Trends to reach a broader audience with compelling content in order to drive consumers into a branded, participatory experience. This strategy allows the brand to effectively leverage paid media to drive consumers into owned properties in which authentic, earned media is generated and shared.