via press release:
PEPSI AND MTV TEAM UP WITH GLOBAL SUPERSTAR KATY PERRY
FOR SPECIAL FINALE PERFORMANCE FROM UNDISCLOSED LOCATION IN BROOKLYN DURING THE 2013 “MTV VIDEO MUSIC AWARDS”
FANS TO DECIDE EARLY RELEASE OF NEW SONG FROM HER FORTHCOMING ALBUM
Purchase, NY, August 20, 2013 – Pepsi announced today that they are teaming up with MTV to support global pop superstar Katy Perry for an unforgettable performance at the 2013 “MTV Video Music Awards” live from Brooklyn on August 25, as well as a tweet-to-unlock and social voting program where fans can access information and audio samples of two songs from Perry’s forthcoming album, PRISM, available October 22.
Pepsi and MTV are partnering to conclude the 2013 “MTV Video Music Awards” with an epic and show-stopping finale in which Katy Perry will perform her new worldwide smash single, “Roar,” live from an undisclosed location in Brooklyn when the VMAs air on August 25 at 9pm ET/PT.
To build excitement and anticipation for Katy Perry’s forthcoming new album, PRISM, MTV and Pepsi today are launching a pioneering tweet-to-unlock and social voting program that encourages fans to decide on one of two new Katy Perry songs from the new record that will be released early on iTunes. Fans who tweet #KATYNOW will unlock clues around two of the album’s tracks, including the song titles and select lyrics. Once fans have unlocked the song clues by reaching a certain number of tweets, Pepsi and MTV will unveil the two never-before-heard preview clips via pepsi.mtv.com. The voting frenzy will continue through the VMA telecast as Pepsi and MTV give fans a chance to sample the songs and decide which one will be released early by tweeting, using one of two unique hashtags to vote. The winning song, which will be released on Tuesday, September 17 via iTunes album pre-order, will be revealed live on MTV just moments before Katy’s VMA performance. Also on VMA night, Pepsi will gift fans with a free download of “Roar” by simply joining Pepsi Experience Points (PXP), Pepsi’s rewards platform.
“We’re excited to support a talented and iconic artist like Katy Perry to offer her fans these amazing opportunities,” said Chad Stubbs, Senior Director of Media Strategy, PepsiCo Beverages. “We hope through the continuation of our Iconic Summer program to give consumers a VMA experience that they will never forget.”
Pepsi will continue to deliver on its promise to fans for an Iconic Summer filled with memorable experiences, including a VIP all-access trip to NYC for the VMAs and an epic Pepsi pre-party experience prior to Katy Perry’s performance. Other program elements of Pepsi’s partnership with the VMAs include reporting from the red carpet, sponsor billboards, MTV News pre-and-post show Pepsi Program hits, and MTV VMA content on Pepsi Pulse.
This summer, Pepsi and Viacom, the parent company to MTV, partnered to give fans once in a lifetime experiences with their favorite artists. Fans who engaged on social channels and shared fan art, tweeted words of inspiration, submitted video audition tapes to be a Guest Host on Country Music Television, and more, were given the chance to be rewarded with unforgettable experiences. From access to Hunter Hayes at the CMT Music Awards, a meet and greet with Demi Lovato, and exclusive concert tickets to the Mrs. Carter Show World Tour, Viacom helped Pepsi make this summer an iconic one.
Last summer, Viacom partnered with Pepsi on several elements within the brand’s first global campaign launch of “Live for Now,” which inspires and invites Pepsi fans to live each moment to the fullest through a breadth of global, pop-culture platforms, including relationships with music and entertainment brand evangelists, digital innovation, epic events and unique partnerships.
For more information on Pepsi and to learn more about how to participate in the Katy Perry experiences, visit pepsi.mtv.com. For more information on the MTV Video Music Awards, visit vma.mtv.com.