Want to see brand integration done right? Then check out Pepsi’s in-depth, muti-faceted partnership with FOX’s “Empire.”
The engagement goes much deeper than the usual approach of featuring the product in a couple scenes on screen. Pepsi has been fully integrated into the show – including as part of a major story line for three episodes.
Moreover, “Empire” Jussie Smollett was chosen as a Next Pepsi Artist, which means, amongst other things, that he’ll get to star in a music video directed by Lee Daniels.
The most impressive part about the partnership may be how it extends online. Pepsi, FOX, and Jussie Smolett have been posting about each other across multiple social networks, which has created a constant stream of positive engagement.
Check out a few examples below:
Aaaand that’s how it’s done. Meet the #NextPepsiArtist: https://t.co/4S3Am2CYjh
— Pepsi™ (@pepsi) November 19, 2015
//platform.twitter.com/widgets.js
#BTS fun with @JussieSmollett on the sets of #Empire on FOX #NextPepsiArtist
https://t.co/bE5p6TfNYd
— Pepsi™ (@pepsi) November 21, 2015
//platform.twitter.com/widgets.js
Damn, @JussieSmollett. We’re #ReadyToGo! https://t.co/vvnPG28oky #Empire pic.twitter.com/VSb0lzBoaB
— Empire (@EmpireFOX) November 19, 2015
//platform.twitter.com/widgets.js
Which version of the song do you think will get Jamal the Pepsi deal? #Empire on FOX
— Pepsi™ (@pepsi) November 19, 2015
//platform.twitter.com/widgets.js
Does Jamal have what it takes to become the new face of @Pepsi? #Empire
— Empire (@EmpireFOX) November 19, 2015
//platform.twitter.com/widgets.js
ICYMI: we’re announcing a hot new artist collab soon! Stay tuned for an exclusive sneak peak of the #NextPepsiArtist
— Pepsi™ (@pepsi) November 18, 2015
