Pepsi’s new global campaign, called “Live for Now,” will be using Digital OOH networks to reinforce the whole “live” element of the marketing and branding effort.
The running stream of Pepsi-themed tweets, brand-created content, and trending topics that run on a special Pepsi site – called Pepsi Pulse – will be replicated on web-connected Digital OOH network screens.
For now this interactive experience, known as Pepsi Pulse, lives only at Pepsi.com, but CPG brand websites have limited reach – even sites for well-liked fizzy drinks. Pepsi and its agency partners know this, and so are planning to extend the content interface into display and digital out-of-home placements.
Digital agency Organic, one of six Omnicom-owned shops that created the global campaign, tells AdExchanger that the digital ad experience will replicate aspects of the website interface – including curated content and Twitter updates – within online display ads and interactive billboards. Those placements will follow the U.S. launch of the campaign, which kicks off this week.
“That’s the natural progression of where all this stuff will go,” said Organic executive creative director Brad Mancuso, of the display and DOOH strategy. He said interactive ads will echo the Pepsi.com site with its blend of curated tweets and brand-created content. “It’s about, ‘How do we distribute this curation?’” Mancuso said. “Digital out of home is a natural place for it.”
The digital elements of the campaign are collectively referred to as Pepsi Pulse, and in addition to tweets and popular content will include live streams of upcoming concerts. A version targeting a Hispanic audience will be called Mi Pepsi.
On Pepsi.com tweets tagged with #NOW and #LiveForNow intermingle with a brand-curated experience that will be updated hourly.
And Pepsi has also lined up some triggers to drive social activity around its chosen hashtags. Celebrities will issue challenges to followers; a still-unnamed Daily Deals partner will drive local engagement through incentives; and the planned concerts will be “Twitter-enabled,” though it’s not totally clear what that means.
A global rollout will follow the U.S. launch.
I’ve no idea what networks might see this campaign, though Adspace in malls would seem a good fit. But very nice to see a global brand seeing the value and immediacy of DOOH, and the ability to tie to social and mobile.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.