Pepsi has announced that it has partnered with MTV to sponsor a Katy Perry finale performance on 2013 "MTV Video Music Awards," as well as tweet-to-unlock and social voting promotions in which fans can access audio samples of two yet-to-be-released songs from Perry's forthcoming album, "PRISM."
Perry will perform "Roar," her already-released single from the album (which is reportedly setting a singles sales record for Perry), from an undisclosed location in Brooklyn, as the finale of the VMA's during its broadcast on Aug. 25. (The VMAs will be broadcast from Brooklyn's Barclays Center.)
The VMAs have featured remote performances before, but never with the support of a sponsor, reports Billboard.
Starting today (Aug. 20), Pepsi, MTV and PRISM have launched a program in which fans who tweet #KATYNOW will unlock clues around two of the album's tracks, including the song titles and select lyrics.
Once fans have unlocked the song clues by reaching a certain number of tweets, on Aug. 24, Pepsi and MTV will stream never-before-heard preview clips of the two new songs on pepsi.mtv.com. Fans can then use two unique hashtags to vote for which song they want to be released early. Voting will continue through the VMA telecast.
The winning song, which will be released commercially on Sept. 17 via iTunes album pre-order, will be revealed live on MTV moments before Perry's VMA performance.
In addition, on the night of the VMAs, consumers who join Pepsi's rewards program, Pepsi Experience Points (PXP), will be eligible for a free download of "Roar."
Pepsi is also giving away a VIP all-access trip to New York City for the VMAs and hosting a party prior to Perry's performance, according to the company.
The brand's partnership with the VMAs also includes reporting from the red carpet, sponsor billboards, MTV News pre-and-post show Pepsi Program hits, and MTV VMA content on Pepsi Pulse.
The VMA elements are part of Pepsi's "Iconic Summer" program, in which it partnered with MTV parent Viacom to provide fans with memorable experiences with their favorite artists throughout the summer.
Fans have been engaging in various social media activities to win prizes, such as access to Hunter Hayes at the CMT Music Awards, a meet-and-greet with Demi Lovato, and concert tickets to the Mrs. Carter Show World Tour. In another contest, fans submitted video audition tapes for a chance to be a guest host on Country Music Television.