Katy Perry, Pepsi, MTV Team Up for Primetime VMA Reveal

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MTV’s annual Video Music Awards are this Sunday, and the show, like every year, is reaching higher to engage and entertain fans, whether they’re inside Brooklyn’s Barclays Center or not. 

This year, pop singer Katy Perry has partnered with Pepsi for a socially-infused promotion built around her secret performance, where fans will get to choose which song she performs, and in turn, what her next single will be off of her new album. Pepsi, MTV and Perry will be giving out clues leading up to Sunday’s performance to help fans unlock information, including song titles and lyrics. Fans can listen and vote for their song of choice via a microsite and using hashtag #KatyNow. 

The voting process will conclude with Perry’s performance, which will take place somewhere outdoors in Brooklyn (also one of the clues).[more]

“We wanted to really blow this out with an iconic artist and an iconic location,” said Chad Stubbs, senior director of marketing for PepsiCo. “It will make for great television.”

Perry will also perform “Roar” from the album—already a hit as measured by paid downloads to date. Pepsi will be running ads during the telecast and offering a complimentary download of “Roar” for those who sign up for Pepsi’s rewards platform.

The Pepsi-Perry relationship began last year to promote the star’s Katy Perry: Part of Me 3-D movie and is but one of the ongoing deals being inked between beverage Pepsi, Coca-Cola and their popstars of choice. 

Pepsi finalized a $50 million endorsement deal with Beyonce after the Super Bowl and has since been a lead sponsor on her world tour. Meanwhile Coca-Cola signed up songstress Taylor Swift to be Diet Coke’s ambassador for the latest installment of its “Stay Extraordinary” campaign. 

 

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