Pepsi's second-screen lessons from the VMAs

11/24/2013 | Adweek

Pepsi monitored millennials during the MTV Video Music Awards to understand second-screen use during live events. Users aged 18 to 26 immediately switched to second-screens as buzzworthy events unfolded, such as Miley Cyrus' performance, while older viewers stuck to the broadcast. "The show ebbed and flowed, and a key thing we learned was having a brand message throughout the show was important," said PepsiCo Senior Director of Marketing Chad Stubbs.

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