A glitch during influencer live streams led to strong results.
PepsiCo is about to cast a net to find 10 startups to work with its blue chip brands. With outreach set to begin this month, The Drum caught up with its head of media innovation and partnership development, Kate Brady, to learn more about the process, success stories and why gaming has become a top priority.
It’s no secret that PepsiCo is big on gaming. Its mass market brands have long participated in what is now a mass market activity, with every generation playing along. But the process in which it identifies up-and-coming platforms remains an overlooked aspect of PepsiCo’s gaming partnership strategy.