Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.
As a brand that has long had event sponsorship at the heart of its marketing formula, Pepsi sought a more scientific way to study the correlation between TV viewing and second-screen usage during live programming.
So using research methods such as biometrics, the brand looked at consumer behavior during the MTV Video Music Awards telecast this past August—the top-rated entertainment program on cable among viewers aged 12-34 this year, and the most social non-sports TV event.

WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in