PepsiCo Partners with BAT for Celebrity Intel and Online Consumer Engagement

Participates in First Live Activation of netBAT Interactive Editorial Experience

Oct 20, 2010, 08:00 ET from Brand Affinity Technologies

IRVINE, Calif., Oct. 20 /PRNewswire/ -- PepsiCo, Inc. and Brand Affinity Technologies (BAT), the company reinventing endorsement and celebrity marketing, are working together on new approaches to engage consumers via their favorite athletes and celebrities.  As part of the relationship PepsiCo is leveraging BAT's Platform, which houses deep celebrity affinity intelligence, and has also partnered with BAT as the first sponsor of its netBAT content experience (

"BAT delivers relevant insight into the daily ups-and-downs of celebrity affinity, and new and efficient ways to capitalize on consumers' insatiable interest in entertainment and sports," said Bonin Bough, Global Director, Digital Media, PepsiCo.  "PepsiCo thrives on partnering with innovative, smart new companies that thrive on breaking new ground. BAT fits the mold perfectly."  

The netBAT concept transforms online editorial including images and articles into interactive experiences containing multimedia apps that are highly relevant to the featured content. PepsiCo intends to pilot this technology with selected brands over the next several months.

As part of the agreement, PepsiCo gains access to BAT's research engine, which provides daily consumer affinity analysis of more than 40,000 celebrities, taking into account historical attitudes, local and national appeal, and accomplishments and awards. BAT's proprietary algorithms allow for an unprecedented breadth and depth of real-time affinity insight; other models of determining celebrity popularity rely on infrequent, small-sample consumer surveys.  

As part of the relationship, BAT is serving as a model for participants in the PepsiCo10 initiative, an open call and partnership between PepsiCo and up to 10 of the most promising start-ups in media, communications, and technology.

"PepsiCo is once again first to go live with an innovative take on a classic marketing strategy," said Ryan Steelberg, President and CEO of BAT. "This partnership is a significant endorsement of our technology and approach, by a leader in sports and entertainment marketing. We look forward to working together to deliver long-term value to PepsiCo, as well as immediate support for branded initiatives."

About Brand Affinity Technologies, Inc.  (BAT)

Founded in 2007, BAT ( unlocks the marketing power of celebrity through research, endorsements, and interactive experiences. BAT's research engine provides daily analysis of more than 40,000 celebrities and athletes. Advertisers use this analysis on BAT's Endorsement Platform to identify, license, and activate the most effective talent for their campaigns. Currently available endorsement talent includes more than 3,600 celebrities and sports superstars such as Drew Brees (NFL), Andy Pettitte (MLB), Rajon Rondo (NBA), Brooks Robinson (MLB – Hall of Fame), Walt Frazier (NBA – Hall of Fame), and Lennox Lewis (Boxing). BAT also engages consumers directly through netBAT (, which transforms celebrity content into interactive experiences on leading websites. Learn more about BAT in Fortune Magazine at Connect with BAT on Facebook: and Twitter: @BATimpact.

About PepsiCo

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $60 billion in revenue, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit

SOURCE Brand Affinity Technologies