Pepsi has partnered with Twitter for the whole 52 weeks as part of its global ‘Live for Now’ campaign. The partnership titled ‘Live for Now Music’ uses video, live streaming and original content as the key tools of reaching its target audience.

Photo: Pepsi Twitter account, a snapshot

«This is the biggest initiative a marketer has done with Twitter to date,» said Adam Bain, Twitter’s president-global revenue in an interview to Ad Age. «It ranks as one of the smartest campaigns we’ve seen on the platform too. … This yearlong program takes full advantage of Twitter.»

Pepsi will be organizing pop-up concerts, which will be announced on Twitter one to two weeks in advance. The concerts will take place in small venues around the U.S. starting the end of June and they also will be streamed live on the platform. Twitter users will also be able to vote for the songs they want to listen to at the concerts.

Pepsi will also use Twitter to reveal trending topics related to music by analyzing users’ tweets. Then, the brand will create short, weekly video digest, which will be embedded on Pepsi’s Twitter page every Wednesday. Pepsi will also give away free music downloads using its Twitter handle.

According to Bain, ‘Live for Now Music’ is the second program realized by the Twitter brand-strategy group, which is run by Joel Lunenfeld.

MTV also uses Twitter for taking votes for its annual Movie Awards for the first time this year. The voting for the ‘Best Hero’ category was opened yesterday. MTV wants to enhance its social media interaction with fans and the brand calls its digital strategy “storytelling without borders,” says Creativity Online.