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Apple Launches New Pepsi iTunes Promotion; Pepsi Buys Super Bowl Airtime

Apple Launches New Pepsi iTunes Promotion; Pepsi Buys Super Bowl Airtime

by , 5:55 PM EST, January 18th, 2005

Apple has officially launched a new iTunes promotion with Pepsi. While Apple has not kicked off the promotion itself, the company has posted the official rules of the competition and a sign up form for those who wish to be notified when it begins. In addition, AdAge has also reported that Pepsi has purchased airtime for Super Bowl XXXIX on February 6th, 2005

Similar to a disappointing 2004 promotion, Pepsi will distribute specially marked bottles of Pepsi products that include codes for free songs on one out of every three lids. The promotion period will be from January 31st, 2005 until April 30th. Songs won during the giveaway must be redeemed before May 23rd, 2005.

Game pieces for the promotion will be found on 20 oz. and one liter bottles of Pepsi, Diet Pepsi, Pepsi Wild Cherry, Mountain Dew, Diet Mountain Dew, Mountain Dew Code Red, and Sierra Mist. Game pieces will also be available on specially marked 32 oz. and 44 oz. fountain cups at participating locations through April 11th, 2005.

People can also write to Pepsi to receive one game piece by sending a self-addressed, stamped envelope postmarked on or before 4/11/05 to:

Pepsi iTunes Game Piece
P.O. Box 4711
Young America, MN 55558-4711

According to the rules, the number of songs to be given away has doubled from 100 million during last year's promotion to 200 million. When announcing the first promotion with Pepsi in October of 2003, Steve Jobs said that he wanted to give away 100 million tunes. The results fell short of that with only 5 million total songs redeemed, in part because of logistical problems Pepsi had in getting properly marked bottles into retail channels. The new promotion with 200 million songs should up the ante substantially.

The sign up form At Apple's Web site first made an appearance over the weekend, where it was noticed and posted by MacRumors.com. Apple then pulled the relevant pages until they were republished Tuesday.

Commercial Time

AdAge.com reported Monday that Pepsi has purchased two and a half minutes of airtime during Super Bowl XXXIX, which will be held on February 6th, 2005.

According to the advertising publication's report, "Who's Buying What at the Super Bowl," "The company is currently shooting work that will focus on corporate branding in addition to spots for Diet Pepsi and a Pepsi/iTunes promotion."

Some of that time will be used for promoting Pepsi branding, Playa del Rey, and for Diet Pepsi, in addition to the iTunes promotion.

You an find more information and the official rules at Apple's Pepsi iTunes Promotion page.

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