Brief:
- Pepsi is sponsoring a virtual hip-hop competitor on video-sharing app Triller to promote its wild cherry-flavored soda. The soda brand is collaborating with rap artist Fat Joe on the “Your Wildest Dreams” contest, which will give the winner a spot in a Pepsi Wild Cherry commercial next year, according to a business announcement.
- Aspiring artists can publish their video auditions using the Pepsi Wild Cherry #YourWildestDreams filter and hashtag by Dec. 15. Fans who do not wish to enter the contest can send videos for a possibility to win weekly rewards consisting of $250 present cards for streetwear brands.
- Culminating Pepsi’s campaign, the leading three finalists will contend in a live streamed event from the Triller Home in Atlanta, among the cooperation houses the video-sharing app produced for social influencers to produce content. In addition to Fat Joe, manufacturer Quay Global, on-air personality Kenny Burns, and rap artists Mike WiLL Made-It and Mulatto will appear on a judges panel to help pick a winner. In addition, the soda brand will run “Pepsi Live” efficiencies by emerging artists recorded at the Triller Home throughout the competitors.
Insight:
Pepsi aims to reach a younger audience by sponsoring a hip-hop contest on Triller, the video app that’s emerging as a rival to TikTok. The virtual competition is a twist on popular reality shows like “American Idol” and “The Voice” that work on network TELEVISION, other than that Pepsi looks to engage individuals on their smart devices. The soda giant is providing individuals a reward to take part in its campaign, even if they do not desire to enter the contest, by providing weekly rewards such as the present cards for streetwear. By asking individuals to share their auditions on Triller, Pepsi can extend its reach as others watch the videos and submit their own. The competition program is another sign that brands have ramped up their cooperations with hip-hop performers to reach broader audiences.
For Triller, the “Your Wildest Dreams” show can assist to increase downloads as the app seeks to take on its larger competitor, TikTok. The social video app has worked to avoid being prohibited in the U.S. because of national security issues related to the mom and dad company ByteDance, the Chinese company caught in the political crossfire between the U.S. and China. As TikTok faces the risk of a U.S. restriction, rivals like Triller have enhanced their market share this year. TikTok’s rivals recorded 44% of the marketplace for video-sharing apps in August, up from 24% in January, Sensing unit Tower research found.
In the middle of the development in its audience, Triller has looked to monetize its platform by using more ways for marketers to buy advertisements. The business in October partnered with advertising technology startup Consumable to offer programmatic ads between short-form videos. Consumable’s platform pairs videos with a digital screen and video ads, look for to catch the attention of customers whose limited attention periods make them difficult to engage. To help marketers measure the effect of influencer campaigns on foot traffic, in-store sales, and TV tune-in, Triller last month selected Influential as its influencer measurement and social data supplier.
Pepsi’s sponsorship of “Your Wildest Dreams” follows the brand name’s other recent efforts to engage consumers on social sites. With many people preparing Thanksgiving suppers for the very first time while avoiding contact with loved ones during the pandemic, Pepsi last month promoted its apple pie-flavored soda with a social networks challenge. The soft-drink brand name asked people to share images and videos of their unsuccessful efforts at baking dessert on Twitter or TikTok for an opportunity to win a totally free bottle of Pepsi Apple Pie.
