The following post appeared originally on the the DDB Canada blog as part of the Radar DDB 10am series of blog posts and emails I contribute to at work.
A few months ago, Pepsi launched a global campaign, “Live For Now,” by redoing Pepsi.com to feature a waterfall of branded content and fan comments about the beverage. It was a unique way to embrace social media while not relying too heavily on third-party networks. More recently, Pepsi also partnered with Twitter.
On Tuesday night, we started to see what that partnership was capable of as Pepsi delivered on that “Live For Now” promise by streaming a Nicki Minaj concert on any Tweet with #NickiMinajNow hashtag. As the go-to site for what’s happening now, we think Twitter was a perfect channel for Pepsi and this campaign. It’s also a great reminder that the world still loves a super-star endorsement deal.
Check out an archived version of the concert or just take a look at some of the tens of thousands of Tweets from users talking about it.
If you liked that, you might be interested in knowing that Nicki Minaj also wrote a song for Adidas just for the “All Originals” video.
We also wrote about Pepsi’s year-long partnership with Twitter here.