Twitter engagement boost for Pepsi Max with Beyonce campaign

Twitter has provided more evidence of the power of its paid-for Promoted Tweet service after Beyonce's tie-up for Pepsi Max resulted in a 20.8% average engagement rate and more than 150,000 mentions.

Beyonce: star's Pepsi Max campaign boosed by Promoted Tweet service
Beyonce: star's Pepsi Max campaign boosed by Promoted Tweet service

In an attempt to own the conversation surrounding the UK tour of brand ambassador Beyonce, @PepsiMaxUK wanted to drive high participation levels in their online competition.

It used Twitter’s Promoted Tweets to offer some fans exclusive "meet and greet tickets" with a "queue-jumping" competition on Twitter.

By tweeting the Promoted Trend hashtag, #MeetBeyonce, fans could then click through to the Pepsi Max site and see where they were positioned in a virtual queue. At three random times during the day, the person at the front of the queue won the meet and greet tickets.

Two days before the #MeetBeyonce Promoted Trend went live, @PepsiMaxUK used Promoted Tweets in search and in timelines to generate campaign awareness. The brand targeted relevant keywords such as "Beyonce", "love Beyonce", "Jay Z" and "Beyonce tour."

In addition to keyword targeting, @PepsiMaxUK activated gender, geography and device targeting to specifically reach women located in the United Kingdom, on mobile.

The campaign is reported to have resulted in "extremely high awareness levels", with #MeetBeyonce mentioned more than 153,000 times during the competition.

Engagement levels were equally strong with the Promoted Trend peaking at 32 per cent.

Aman Matharu, digital marketing manager at Pepsi Max, said: "We always want to be where our audience is. Twitter is tightly linked with music and TV, so launching our biggest competition of the year on Twitter was an obvious choice. The proof of our success was in the results: Outstanding engagement, low CPE and thousands of new followers – the return on investment surpassed all expectation."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email