Pepsi and MTV team up with Katy Perry

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Pepsi and MTV have teamed up with Katy Perry for her performance at an undisclosed Brooklyn location for the 2013 MTV Video Music Awards.

The partnership involves a tweet-to-unlock social voting program, where fans can access audio samples from the singer’s forthcoming album, PRISM using #KATYNOW.

Chad Stubbs, Senior Director, Marketing for PepsiCo, says, ‘We’re excited to support a talented and iconic artist like Katy Perry to offer her fans these amazing opportunities.’

“It’s exactly that history of unique partnerships that led us to collaborate on a program of this magnitude,” says Rachel Baumgarten, senior VP of integrated marketing at MTV Networks. “We are always looking to break new ground with Pepsi and create programs together that top anything we’ve ever done before. With this program, Pepsi and MTV are culminating a summer long program that provided fans with content and access to the talent that they love and the VMA piece of it all takes that premise to a whole new level.”

The VMAs have also featured remote performances at various points over the years (Taylor Swift on a subway, Muse on a rooftop, P!nk on the Paramount lot) but never with the support of a sponsor. “We have never executed a partnership similar to this one in the VMAs and are beyond excited to see it play out,” Baumgarten says.

The renewed relationship with Perry may even lead to a broader sponsorship of her future touring efforts, as Pepsi has done with Beyonce and Hunter Hayes most recently. “Pepsi is known to support iconic and emerging superstars,” says Chad Stubbs, senior marketing director at PepsiCo. “Katy Perry’s ongoing passion and fan loyalty make for a perfect program for Pepsi and MTV at the 2013 VMAs.”

The VMAs take place on August 25th 2013 and Katy’s new album is released on October 22.

Read More:

http://www.billboard.com/biz/articles/news/branding/5657804/katy-perry-teams-with-pepsi-mtv-to-debut-new-prism-song

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