The Pepsi/Coca Cola feud has been raging for decades, but now the giants of the cola industry have taken to Twitter to battle it out. And things are quickly escalating—Pepsi was the first to embrace the social media concept but over the last few years they’ve lost market share to Coca Cola, and as a result are planning on investing an additional $600million on marketing over the next 12 months. Their social media campaigns will form a key part of that investment, and just this week they’ve announced their partnership with Twitter to provide live video streaming of concerts to their followers.
It’s a bold move for the company, and it reflects the image it’s had over the last few years. Pepsi has always been squarely centred in the realm of pop culture, using a huge array of pop stars and celebrities in their ads, and it’s something they’re keen to continue. Their global ad campaign will feature Nicki Minaj and the company will encourage their followers to interact with celebrities, bringing interaction and engagement to a whole new level. There’s no word yet on the musicians who will be taking part in the Twitter concerts but we can’t wait to find out who’ll be there, and despite the fact that Coca Cola is also prominent in the social media scene it seems that Pepsi might just have the edge for the time being.
It’s a marketing tactic that could yield huge results. With so many people engaging in social networking these days it’s the perfect time to get involved, and it could be a great way to strengthen brand awareness and marketing techniques as a whole—according to a 2011 survey conducted by Nielsen, consumers are 55% more likely to remember ads that include social media components than those that don’t, showing that both Pepsi and Coca Cola are on the right track. But who will be victorious? Time will tell, but in the meantime we can all look forward to seeing just how the cola wars will play out.