NEW YORK, N.Y. – PepsiCo Inc. is lifting the curtain on its music partnership with Twitter, saying it plans to offer its followers chances to win free downloadable songs through the social media site starting Wednesday and that it will stream video of live concerts this summer.
The No. 2 soda company says the first “pop-up” concert will be in late June. The company’s Twitter followers will be able to influence aspects of the concerts, such as the set list, by tweeting the names of songs they want played.
Pepsi was mum on which artists it has lined up for the concerts. But the Purchase, New York, company has recently partnered with pop stars Nicki Minaj and Katy Perry in its marketing.
The free downloadable song from Amazon.com’s MP3 store will be selected to match a weekly video summary of music news to be based on an analysis of trending topics on Twitter.
Shiv Singh, who heads global digital for PepsiCo Beverages, said the videos will give viewers “the pulse on what’s happening in music.” They’ll be posted each Wednesday for the next year.
The songs will be given out on a first-come, first-served basis to any Pepsi followers who include a Pepsi hashtag in a tweet. Pepsi didn’t say how many songs it will give away.
The company didn’t disclose the financial terms of the deal with Twitter.
The partnership is part of Pepsi’s broader “Live for Now” campaign, which is using music to revive the brand’s image and help win back market share from Coca-Cola Co.
Reaching out to younger consumers has become particularly important for both companies at a time when consumers can choose from more and more beverages.
Energy drinks, sports drinks and bottled teas, for example, are enjoying growth in the U.S. while soda consumption has been on the decline.
In many cases, consumers want a special “benefit” from their drink, whether it’s antioxidants or a shot of caffeine. Sodas, by contrast, are often considered empty calories.