As the general media consuming audience is getting savvier, blurring the lines between content and advertising is becoming more and more important for brands: to break through the clutter, to provide valuable content to the consumer that they can’t get elsewhere, and to have an engaging experience with the brand.

This was a real-time marketing program anchored in Twitter that drove the music choices for free consumer downloads, weekly trending videos, and live streaming concerts.

We brought music centric experiences to Twitter users that they couldn’t get elsewhere – we provided free music downloads on Amazon.com to attract new followers and to drove loyalty and earned media; provided weekly, custom short form videos of what was trendingand relevant in the music world; and brought them closer to their favorite artists with four live streamed concerts featuring artists such as American pop icons Katy Perry and Nicki Minaj.

Pepsi’s primary measure of success was improving and increasing brand association with music, with engagement/tune-in metrics being secondary.

A Nielsen Brand Effect study concluded that Pepsi did significantly increase the brand’s association with music – social conversations were 20% higher than pre-program levels, while exposed Twitter consumers intent-to-purchase increased by 22%.

Amazon saw the highest redemption rates for music downloads they have ever seen, showing that Twitter users clearly wanted free music downloads.

The live stream concerts brought increased engagement rates, hundreds of thousands of streams and significant coverage across media vehicles like The New York Times, Bloomberg Business Week, Billboard and Ad Age.