• by Karlene Lukovitz  @KLmarketdaily, July 28, 2010

The second stage of "PepsiCo10," a program to identify and incubate up to 10 promising start-ups in technology, media and communications, is underway this week.

Twenty entrepreneurial finalists, chosen from among nearly 500 online submissions, are presenting their concepts to PepsiCo brand and marketing teams during a two-day summit at the company's Purchase, NY headquarters.

Five submissions in each of four areas – social media, mobile marketing, place-based/retail experiential marketing and digital video/gaming -- are being evaluated based on their ability to impact brands and/or advance PepsiCo's "Performance with a Purpose" priorities, which include environmental sustainability and talent development. 

The start-ups selected will be given the opportunity to execute a pilot project with PepsiCo brand teams. PepsiCo has partnered with venture capitalist firm Highland Capital Partners and social media publication Mashable, and will connect some entrepreneurs with other business partners, including OMD Ignition Factory, TracyLocke, dmg :: events and Weber Shandwick.

The finalists include several connected TV technologies, mobile couponing solutions for packaged goods companies and retailers, and social networking platforms in niches such as sports and music.