MERCADEO Versión en español
PepsiCo acknowledges the benefits of collaboration with other sectors to innovate
Manuela Walfenzao| 16 de abril de 2015
Alianza con Twitter para la campaña Out of the blue
During the Forrester Research forum for market leaders, David Bernard, global Innovation leader at PepsiCo, put forward the advantages of teamwork with the media, the entertainment sector, the academy and consumers to defeat the challenges of an industry in constant evolution.”As a result of the social-digital explosion and its impact on innovation, managers must approach technology even more and build competitive business strategies”, added the executive. The session reflected how technology is expected to be an innovation catalyst at a global level, while brands increase their supply chains in the world.PepsiCo is valued as one of the most innovative campaigns in the world. Its strategy has been to give its products a story, understanding the culture of the consumers it addresses. That is why they frequently collaborate with people from the media and the world of entertainment, to offer interesting content to their consumers.A clear example is the musical and technological alliance with Twitter to increase the sales and user engagement online and in the real market. The campaign Out of the Blue allowed registered users to win tickets to concerts. They also made an alliance with Mashable to promote entrepreneurial initiatives on social media, communications and mobile market.”We are opening the doors of our way to innovate”, added David Bernard. “We used to have our own laboratories, now we are open to innovation in all the layers of the ecosystem”.
