Pepsi has played a hands-on role in introducing new music in recent years, from breaking Outasight’s “Tonight’s The Night” via an “X Factor” campaign to pairing Calvin Harris and Ne-Yo for pseudo-jingle “Let’s Go” to premiering Beyonce’s presumed next single “Grown Woman” in a global spot this April. Now the soda brand is working with Katy Perry to debut a song from her upcoming album “Prism” (due Oct. 22) by partnering with MTV and the Video Music Awards for a tweet-to-unlock campaign.
Starting today (Tuesday), fans who tweet #KATYNOW can unlock clues detailing two of the album’s tracks, including song titles, lyrics and video messages from Katy herself with additional surprises. Once the clues have been unlocked, Pepsi and MTV will stream samples of the two new songs on Saturday, Aug. 24, at Pepsi.MTV.com, where fans can then vote on which one they want to be released early by tweeting custom hashtags for their favorite track. The winning song will be announced Sunday night (Aug. 25), when Perry performs “Roar” at the close of the VMAs from an undisclosed location in Brooklyn to complement this year’s location at Barclays Center. The track will be released commercially Tuesday, Sept. 17. Additionally, Pepsi will give away downloads of “Roar” to any fan who registers for its Pepsi Experience Points rewards program.
Pepsi and the VMAs have a history of unique partnerships, from a branded Moonman in 2009 (the Pepsi Rock Band Video Award) to a Nicki Minaj-fan giveaway in 2012. Additionally, Pepsi and Viacom have partnered on other fan contests over the past few months as part of Pepsi’s Iconic Summer program, including a guest host opportunity on CMT.