PepsiCo Inc. said Monday that they will partner with Twitter, to broadcast a live video of an online concert for Pepsi’s followers in the social network site.
The agreement is part of the new global advertising campaign which also includes a Pepsi TV commercial with singer, Nicki Minaj. The company, based in Purchase, New York, has not reported the musicians who will be presented in the Twitter concerts this summer. Pepsi also did not disclose the terms of the agreement with Twitter.
Pepsi seeks to revive the cola wars with Coca-Cola and go up to an additional $600 million on advertising this year.
Pepsi is not the only one to use music to reach the youth market. Earlier in April, Coca-Cola announced a partnership with online music provider Spotify, and companies will disclose the details of their campaign later this year. Coke and Pepsi have a long history of using music to connect with young consumers. For years, Pepsi has presented musicians including Michael Jackson, Ray Charles, MC Hammer, Britney Spears and Beyonce.