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Pepsi 's handle urges people to comment on Pepsi
Sound Off, the social platform designed for fans of "The X Factor,"
promising the best comment will be featured in a commercial.
According to Shiv Singh, global head of digital for PepsiCo Beverages, Twitter brand pages
enable greater fluidity of content, since his team will be able to
swap out the current top tweet with another message after "The X
Factor" ends tonight.
Mr. Singh also noted that Twitter's advertising products can
serve a function that 's complementary to brand pages. For
instance, a promoted tweet teasing the news that a person of
interest will be talking about Pepsi during a commercial break on
"The X Factor" could link back to the brand page, which would
provide the answer.
"[Twitter] is starting to take tentative but very interesting
steps into being more of a destination instead of just a
conversation platform," said Mr. Singh.
Intel's VP-Global Marketing Strategy and Campaigns Nancy Bhagat
said her company would swap out its top tweet at least once daily
and use it for live-tweeting events and to break company news and
make key announcements, among other purposes. (The top spot
currently features a video of the Intel-inspired
Ultrabook.)
Ms. Bhagat noted that content is key in growing Intel's base of
followers, and the focus will be on topics that generate
excitement, such as technology and innovation, as well as company
"passion points" such as education. She also said that Intel is
strategically considering upping its usage of Twitter's paid
promoted products.
"The boundaries between paid and earned are blurring, and that
's what represents an exciting opportunity: How do you develop a
fan base through organic content and with paid products to
supplement as well?" she said.
