PepsiCo has signed up for an experimental effort to create new advertising space on publisher Web sites by turning photos into applications.
The company has linked with Brand Affinity Technologies to sponsor netBAT, a system that turns photos within editorial into sources of additional content on the subject pictured. BAT has constructed a content database mapped to 40,000 celebrities and athletes, including links to video, photos and other information, that is featured when people mouse over a photo. BAT will also show a button that launches a promotion for the Pepsi Refresh Project.
The ad-enabled photo apps are deployed by Internet publishers reaching 50 million users, including the Web sites of The Daily News (New York) and North Jersey Media Group. In a typical placement, mousing over a photo of New York Yankees pitcher C.C. Sabathia includes buttons that will bring up YouTube videos, recent quotes, tweets and news. All the content appears in the photo space, rather than sending users away.
Bonin Bough, director of digital and social media at PepsiCo, said the effort, which runs through the end of the year, is part of Pepsi’s search for innovative means to reach audiences, particularly in ways that “bridge the paid and earned media with one editorial unit.”
“We as marketers and communicators are continually yearning for new ways to engage our consumers,” he said. “It has to happen in a way that brings content and conversation.”
Continues at: PepsiCo Experiments With Photos as Apps.
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