Pepsi's new global campaign, "Live for Now," is all about immediacy, or as its creators would have it, “the excitement of now.” So it seems fitting that the effort’s main digital ingredient is a cascade of recent Pepsi-themed tweets, brand-created content, and miscellaneous scraps of trending content.
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.