PepsiCo has tapped Joe Jonas as a brand ambassador for its new celebrity-infused "Live for Now" global ad campaign.
The Jonas Brother will lend his star power by participating in Pepsi Pulse, the campaign's social media dashboard that curates trending pop culture news.
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Jonas on Wednesday described his involvement and revealed his favorite apps, music services and other digital tidbits.
"It seemed like the perfect fit," Jonas said during an interview with Mashable in his New York City hotel suite Wednesday. "I like to be spontaneous and want to encourage fans to live for now.
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"Being creative is going to be fun."
On Twitter, Jonas will tweet messages and photos to show how he's "living in the now," and spur on fans via #LiveForNow hashtag challenges to contribute content for the real-time Pulse platform.
Eventually, Jonas's music chops will be put to use, but there are no details on that yet.
@joejonas We like your style! ;) How do you #LiveForNow?
— Pepsi™ (@pepsi) May 9, 2012
Jonas is the third high-profile musician to join Pepsi's Live for Now initiatives. Hip-hop star Nicki Minaj helped launch the campaign May 7, appearing in a commercial that also used her song "Moment 4 Life." A partnership with Katy Perry and her upcoming flick Part of Me 3D will include Live for Now branding and live events.
When prodded to name the gadgets, apps and music services he likes, Jonas was quick to tout his iPad and the Twitter app. But he also rattled off these favorites:
- Shazam: This app recognizes music, TV and advertisements in seconds. To Jonas, it's "mind-blowing."
- Fandango: Jonas enjoys being able to use a barcode as his movie ticket.
- Uber: "It's pretty awesome," he says, adding that it's good for when traffic is high and the weather is bad.
- GrubHub This app makes it easy for Jonas to order food from a mobile device and then have it delivered.
- Spotify: Jonas likes listening to other people's playlists on Spotify.
- Pandora: Jonas recently visited Pandora HQ and learned about the "DNA of music."
- Fake text message app: Possibly Fake-A-Message or Fake Sms Celebrity, which lets Jonas send texts disguised as other celebrities.
Jonas also says ebooks are "cool." He wants to read The Hunger Games next but may consume the trilogy in printed form instead.
Behind Jonas in his suite stood a printed poster of Pepsi Pulse. On the web, the platform (see below) presents the trending news items in a top 10 ranking based on real-time data from social media-optimization company SocialFlow.
Shiv Singh, global head of digital for PepsiCo Beverages, recently told Mashable the hub basically "is a cheat sheet for pop culture." It's purpose is to invite and inspire consumers to live in the moment by knowing what's hot across the web so they can be the first among their friends to share the information on social networks.
This story originally published on Mashable here.
