Brand Affinity Technologies Ties With Pepsi

Irvine-based Brand Affinity Technologies, the celebrity endorsement and marketing firm founded by Ryan and Chad Steelberg, said today along with Pepsi that they have tied together in a new relationship. The firms said that PepsiCo will use BAT's platform, and that Pepsi will be the first sponsor of BAT's new netBAT content experience. Financial details of the relationship were not disclosed. Netbat is a new technology that takes online editorial content--such as photos in news articles--and provides interactive multimedia apps related to that content. An example of BAT's technology is an interactive toolbar embedded within those news photos, which can pull up additional photos, news articles, Twitter streams, and more on photos of known celebrities. Ryan and Chad Steelberg are known for their last startup, dMarc Broadcasting, to Google.