PepsiCo has partnered with global venture capital firm Highland Capital Partners and social media publication Mashable to promote the incubator. The company is evaluating submissions based on one of four marketing segments: social media; mobile; place-based and retail experiential marketing and digital or video gaming. The submissions will be evaluated on their ability to impact brands and advance the company's "Performance with a Purpose" priorities, which include health and wellness, environmental sustainability and talent development.