• by David Goetzl  @dgoetzl, June 6, 2012

As the Cola Wars will be fought largely via music this summer, Pepsi is turning to Twitter to sing its praises. The company has linked with multiple Viacom networks on a promotion offering prizes, highlighted by an opportunity to serve as a correspondent during MTV’s Video Music Awards.

On May 7, Pepsi launched a global “Live For Now” campaign with the first U.S. ad, featuring recording star Nicki Minaj. Coke is gearing up to use music as a centerpiece of its Olympics campaign.

Under the promotion, people will upload photos representing their version of “Now” on Twitter feeds for CMT, VH1, Comedy Central and MTV. On CMT, uploaders will have a shot at attending the June 6 CMT Music Awards, while three winners will be featured on the pre-show red carpet.

At VH1, winners can win an opportunity to be featured this summer on its morning show, “Top 20 Countdown.” At Comedy Central, the prize is a chance to attend the Colbert Summer Music series in August with a related appearance on the “Colbert Report.”

At MTV, a trio of “Pepsi Now” photo correspondents will be chosen to attend the Sept. 6 VMAs, which includes an-air appearances.

The Pepsi-Viacom arrangement is scheduled to run through Sept. 12.