Pepsi‘s latest Twitter initiative, part of its larger Live for Now campaign, is designed to attract loyal customers and reach out to new prospects. The soda beverage maker incentivizes followers with a $2 Amazon credit to tweet Pepsi’s campaign hashtag #PepsiMusicNOW.
Tweeters can also watch Pepsi’s summer outdoor concert series via its microblogging service. Throughout the campaign, Pepsi will continuously release new videos and information to engage fans and keep them in-the-know, music wise. The kicker for this campaign isn’t so much its use of social media, but the incentives distributed throughout. Whether it’s e-commerce credits or engaging content, the two favorite words of consumers are “free and complimentary.”
By dangling these carrots (metaphorically of course — Pepsi fans don’t want real carrots) through social media, loyal fans will become more loyal and attract a boatload of new ones. Twitter is one of the best interfaces through which people can interact while simultaneously spreading the word.
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