PURCHASE, NY: PepsiCo is seeking to inject itself into the online dialogue during the Internet Week festivities by launching events and new sites demonstrating the company's understanding of the online space.
The New York-based event series runs from June 1 to 8, and PepsiCo will kick off the festival's launch date by unveiling a new press room in addition to a site where hand-picked “social communicators” will blog, podcast, Tweet, and film Internet Week events.
Dubbed the “Open Newsroom,” the news site was created to provide substantial coverage of Internet Week, which due to simultaneously scheduled events and other logistical factors can be difficult to cover, according to Bonin Bough, global director of digital and social media at PepsiCo.
“Here [was] a great chance to launch a type of experiment,” said Bough. He noted that content of the as-yet-to-be-announced social communicators will be able to be “lifted” by interested readers.
Like the Open Newsroom, the new press site was built “in the same spirit of creating packaged, liftable stories that can be collaborated on, [though] those stories happen to be about PepsiCo.”
These efforts were intended not only to show “from a purely social media standpoint, [PepsiCo] is dedicated to this space…[but] also looking to add value to these events,” he said.
Porter Novelli assisted with the Open Newsroom, and Lisa Rosenberg, partner and MD of the agency's New York office, noted that PepsiCo will also host an "Innovation Day" June 3, bringing key digital influencers to the PepsiCo campus to provide them with insight from marketers, scientists, and other executives about the company.
The agency, in general, is helping with media relations "around PepsiCo's leadership in the social media space and their role in pushing experimentation [to] the next level,” according to Rosenberg.