Today we announced a global partnership with Pepsi centered around one of the leading topics of conversation on Twitter: music. With this deal, Pepsi will give Twitter’s 140 million active users around the world a unique and real-time way to discover and consume music. Pepsi will break new ground by bringing fans closer to what’s hot in music and connecting them with the artists they are most passionate about, all through Twitter.
Part of Pepsi’s new “Live for Now” campaign, this partnership involves three elements that speak to the key ways consumers find and enjoy music: music downloads, original content and live concerts.
- Fans can LISTEN to weekly free music downloads from Amazon MP3. Starting today, the @pepsi account will tweet about new and notable music using the #LiveforNow hashtag. Every week, fans can also follow @pepsi for free download codes they can use to discover more music through Amazon.com’s MP3 Store. The open, public and unfiltered nature of Twitter lets everyone have conversations about this music, creating a more sharable, interactive experience for Pepsi.
- Fans can WATCH a new weekly video series, “Live for Now Music”, based on the top music and artists trending on Twitter. This is the first time any partner will use Twitter’s real-time data to develop original programming. By using Tweets to take the pulse of music lovers around the globe, Pepsi will uncover what’s hot in music every week and give fans a bite-size snapshot of the conversation on Twitter in Pepsi’s videos. The “Live for Now Music” video series will be streamed on pepsi.com and twitter.com/pepsi.
- Fans can EXPERIENCE a series of pop-up concerts in the U.S. this summer and fall. This is first time any brand has created a pop-up concert series with Twitter at the center. Each concert will feature a major artist with a large Twitter following and will be announced first on Twitter so fans can spread the word. Every concert will be streamed live on Twitter through @pepsi’s enhanced profile page, allowing anyone in the world the chance to watch and experience live music in a whole new way.
Twitter users love music: the top five most-followed accounts are all musicians. Now, Pepsi and Twitter are making it easier to indulge this passion. This partnership illustrates just how authentically brands can connect to the core interests of consumers by creating new, real-time experiences with multiple touch points on Twitter.