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PepsiCo Asks You to Imagine the Future of Digital

PepsiCo, a leading food and beverage company in North America, is creating rich experiences for attendees at South by Southwest (SXSW) 2012, across digital, music and film.

In its fourth year at SXSW, PepsiCo and four of its “billion-dollar” brands will be onsite, including a first-time appearance by Doritos and engaging activations from Pepsi, Mountain Dew and Brisk.

During the Interactive festival, PepsiCo will host the What If? Unconference, where attendees will collectively brainstorm ideas about what the future might look like by applying digital solutions in surprising ways.

Mountain Dew will highlight its exclusive digital music label Green Label Sound, designed to support emerging musicians by building their fan bases and exposing their music to new audiences, at an official SXSW concert.

The concert will feature Green Label artists, including Juicy J, Star Slinger and independent hip-hop star Mac Miller. The showcase will feature an activation with Instagram that will allow attendees to print Instagram pix that they tag with #GLSSXSW and to see their Instagram pix featured live on stage throughout the show.

Brisk is bringing the force to Austin with a series of Star Wars-inspired activities as part of its 2012 partnership with the 3-D theatrical release of Star Wars: Episode I The Phantom Menace.

The Brisk Bodega: Cantina will kick things off with its third and final appearance of the year. The 24-hour pop-up experience will showcase authentic art curated by Lucasfilm and urban artists in a cool environment complete with music by Roxy Cottontail and Just Blaze.

On select days throughout the festival, fans are also invited to stop by the Brisk mobile unit for a chance to get “Briskified” in photos with a light saber, sample and pick up exclusive Star Wars-themed Brisk cans, and play Brisksaber—the mobile gaming app where your finger becomes a lightsaber—for a chance to win prizes.

Pepsi is partnering with emerging social DJing platform to bring SXSW an amazing lineup of some of today’s most influential global DJs. Extending the music beyond Austin, Pepsi is curating its own room, “Where There’s Pepsi, There’s Music,” during the platform’s popular “Turntable Tuesdays.” The room will feature virtual performances of A-list DJs.

Doritos will host its first-ever brand activation for PepsiCo at SXSW when it unveils its newest product innovation through a one-of-a-kind venue, The Jacked Stage. It will feature some of the hottest music performances at SXSW and offer festival badge holders their first taste of the new Doritos product, which will be available in stores nationally in late March.

A launching pad for the people and companies driving digital innovation, SXSW is also witness to PepsiCo announcing the expansion of its digital incubator program – PepsiCo10.

In 2012, PepsiCo10 heads to India and Brazil, both key growth markets for PepsiCo and countries bubbling with digital energy and talent.

Designed to discover and support emerging technology companies, PepsiCo10 has already seen several successful pilot marketing programs with PepsiCo brands including Brisk and Quaker in the United States and Walkers in the UK.

PepsiCo will again work with partners Omnicom and Highland Capital Partners on the program. You can learn more at

“PepsiCo returns to South by Southwest year after year because we believe that it is a center of culture and brings together the best minds in digital— both influencers and creative thinkers,” said Josh Karpf, PepsiCo’s global director of Digital and Social Media.

“With PepsiCo’s What If? Unconference, and throughout the festival, we’re looking to gather input from attendees and explore new ways to drive digital forward.”

In addition to onsite activations, for the first time, PepsiCo is matching its SXSW activities with in-store promotions at more than 150 local retailers around Austin and San Antonio. It was announced Friday, March 9.

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