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Pepsi has debuted its Pepsi Music Index as the SXSW festival. What is it? Well, the brand says it works like a music discovery engine, analyzing real-time conversations about emerging artists across social media, data which is then transformed into a 250-strong ranking.
At Pepsi, we have a theory that the best way to identify the [...]

Pepsi has deployed the Facebook ‘Like’ button in banner ads for Mountain Dew across the web. Users can click ‘Like’ within the ad unit, a move which will send a message to friends via their Facebook feeds. Plus, through the banner, they can see which of their social networking friends are also fans of the [...]

PepsiCo has announced the 10 start-up companies making up the inaugural PepsiCo10, an incubator campaign matching technology, media and comms entrepreneurs with PepsiCo brands to activate pilot programmes in digital media and social marketing.

Shaping sodas. PepsiCo’s Mountain Dew brand is launching three new trial Dew flavors – Distortion (lime), White Out (tropical) and Typhoon (citrus) – developed in partnership with consumers during the brand’s DEWmocracy 2 campaign.
More than 4,000 ‘DEW Labs’ members helped co-create the new beverages using social media tools such as Facebook, Twitter and YouTube, and [...]

Beverage bounty. PepsiCo has announced a raft of initial awards to worthy causes as part of its Pepsi Refresh Project. The brand plans to donate $20 million to fund community-based projects, ad among the first recipients are Teach for America and the Joyful Heart Foundation (both $250,000), the Economic Empowerment Intiative ($50,000) and GreenShields ($25,000). [...]

Beverage sole. Pepsi has got together with sneaker brand Gourmet to launch the Pepsi/Gourmet Uno high white-top trainer. The footwear boasts plenty of branding in the form of the beverage’s tricolour and a Pepsi-esque logo on the tongue.

Eight up. Paramount has launched on interactive online thriller, Circle Of Eight, produced together with PepsiCo’s Mountain Dew, on MySpace. The 10-part series began with three episodes – available right here – with episodes four and five made available today, and the rest coming on stream one at a time each week until the finale on 8 December.
MySpace’s social-networking features allow viewers to share and embed the content, interact with the series through social gaming and content, and broadcast their thoughts via forums.

Amp fused. PepsiCo has withdrawn the Amp Up Before You Score mobile application it introduced for the Apple iPhone and iTouch just a couple of weeks ago for its Amp Energy drink. The app, which was designed to help men pick up different types of women, came in for criticism for its sexism, and Pepsi [...]