Pepsi Pulse, a social media-driven interactive dashboard for everything pop culture, went live Monday morning in preparation for PepsiCo’s new celebrity-infused “Live for Now” global ad campaign, premiering May 7.
The real-time platform (see above) lives at Pepsi.com and curates trending pop culture and entertainment news. You’ll also find original content, such as deals and celebrity challenges. The dashboard also highlights celebrity Twitter messages and tweets from people using hashtags #NOW or #LiveForNow.
Pepsi Pulse presents the trending news items in a top 10 ranking based on real-time data from social media-optimization company SocialFlow.
“Pepsi Pulse is a cheat sheet for pop culture,” Shiv Singh, global head of digital for PepsiCo Beverages, told Mashable. “It’s not enough anymore to have phenomenal TV ads — brands have to do more.”
Singh stresses that “brand wars are being fought in news feeds and streams.” The Pulse platform will help Pepsi compete in the crowded social space because it gives users the ability to easily share content on Facebook, Twitter and Pinterest.
Aside from Pulse, the multi-year Live for Now campaign includes TV, radio, cinema and outdoor advertising. Pop star Nicki Minaj’s song “Moment 4 Life” propels the campaign’s first commercial, which debuts May 7 and features a cameo from the eccentric Minaj. Pepsi also partnered with Twitter to organize a series of exclusive pop-up concerts.
Ultimately, he and Pepsi want Pulse to invite and inspire consumers to live in the moment by knowing what’s hot across the web so they can be the first among their friends to share the information. Pepsi hopes challenges from celebrities and daily deals will also get people to use Pulse. For example, Minaj could ask fans to tweet photos of their alter egos, which would then be pushed to Pulse for all to see.
“When people think pop culture and music, they think Pepsi,” Singh says, referencing the company’s past memorable celebrity spokespeople such as Michael Jackson, Ray Charles and Britney Spears. “They’re ingrained in your memory.”
Pepsi plans to integrate into Pulse the Sound Off social TV platform it launched in 2011 for X Factor fans and pimped again this year for the Grammys and Super Bowl.