Pepsi Partners with MTV for the Summer Part of “Live For Now” Campaign by Srdjan Toljagic
Pepsi sure wasn’t kidding when they said that “Live For Now” is going to be full of ‘global, pop-culture platforms, relationships with music and entertainment brand evangelists, digital innovation, epic events and unique partnerships’. They are using Twitter as an essential part of their global campaign which is also supporting this new summer engagement of Pepsi with Viacom whose brands include MTV, MTV2 Vh1, CMT, COMEDY CENTRAL and more.
The idea behind this collaboration is to engage users in using 4 unique hashtags #mtvnow #playnow #comendynow #countrynow on Twitter or Instagram, and share their NOW photo moments for a chance to win 4 different prizes. If you use the #mtvnow hashtag you enter for a chance to be one of 3 Pepsi NOW Photo Correspondents at the MTV Video Music Awards on September 6, with the #countrynow tag you have a chance to attend the CMT Music Awards on June 6, by tagging #playnow you enter to win a chance to be featured throughout the summer on VH1′s national morning show, “Top 20 Countdown.”
“Pepsi has a long history of inviting fans to feel inspired through relevant and exciting new experiences,” said Heidi Sandreuter, Senior Director Media Strategy and Investment, Pepsi North America Beverages at PepsiCo. “We continue this tradition by partnering with Viacom, a company that truly has a pulse on what is happening now in pop culture, to create a program that is true to Pepsi’s brand DNA and speaks to the Live for Now mindset.”
Pepsi is commit to keep this campaign alive, but how much will it be efficient we are yet to see. These type of marketing efforts appeal only to the teen population which Pepsi has been trying to dominate all along. Pepsi has drop to the second spot on the soft drinks market this year, behind Coca-Cola. They lost their consumers loyalty, and are attempting to win it back by making these strategic partnerships with brands that make the pop culture today.
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