Is Pepsi becoming the new Redbull?

 

As a Brand matures, they begin to diversify. The brand architecture becomes less about corporate colors and identity, and more about a brand experience and lifestyle.  Pepsi has been embracing this strategy with its “Max” line, proudly encouraging fans to carpe diem.

Damien Walters has been a youtube sensation for a few years now. Below is his 2011 showreel.  He has bee a figurehead in the freerunning and pakour community for quite some time.

In addition to seeing Pepsi continue to evolve as a brand, the other thing worth mentioning here is how they are using celebrity talent for brand transference.  Youtube is rapidly becoming a place for talent discovery and recruitment.  As the web has given a voice to everyman, talent and quality content is accessible to all. Some brands like Pepsi have moved into content creation using youtube sensations to draw a larger buzz on social media.

I think this campaign is a win-win.  Damien Walters gets to showcase his amazing talent to a larger audience, and Pepsi continues to expand its social capital to a younger generation with an exciting new ad campaign.  This campaign speaks to the future of brands becoming their own syndication channels of user curated talent.

-pd

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Banksy: When Art Becomes More Viral Than Music

 

Music became the most viral medium due to free access ( airwaves ) and ease of syndication.  Music is circulated via radio, itunes, performances, and even stolen ( circa 1990’s & beyond). Music videos are one of the most streamed content types on youtube. 

However, Art really has never reached this same virality. Maybe this is because most famous art resides in a museum or is fairly non pop culture.  Except for one man. 

Banksy has turned this on its head.  His recent tour ( residency ) in New York has been syndicated arguably more then any existing exhibit to date. The mixture of pop resonance, internet fan base, thrilling content, and social media has allowed art to be broadcasted in a new way. A new paradigm is formed. 

Its pretty amazing when art takes advantage of social syndication to extend a massive reach and influence people.