As reported in Adweek, Music meets Influential Trend-setting Influencers converges in the form of RPM, a "niche-marketing" agency which will act as matchmaker between brands and consumers using the power of hip-hop personalities.
It's a branded entertainment to the tune of music and is the word-of-mouth equivalent to the Pepsi Super Bowl commercial with P-Diddy.
Here's more about Pepsi's involvement - past and future:
- This summer, Pepsi and RPM are launching..."soda ambassadors," touting the soda via on-air mentions, club events, photo shoots, block parties, Pepsi-sponsored mix tapes and cross-promotions with brands such as Launch and T-Mobile.
- The soda was mentioned in at least eight Billboard Top 20 hip-hop singles last year.
Just like product placement, what remains to be seen is to what extent consumers will believe this association/implied endorsement - from a credibility and an integrity standpoint
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