Pepsi’s “Ultimate Refresh” Gives Fans the Tools to Become Music Creators
LMFAO’s Single “La La La” to be Inspiration
Purchase, NY - September 22, 2009 - Beginning today, Pepsi is inviting music fans across the country to join in their effort to create a unique music collaboration for the "Ultimate Refresh" of the new single "La La La" by electro hip-hop duo LMFAO. Will.i.am from the Black Eyed Peas is joining Pepsi and LMFAO to produce a user-generated video and music track that will be available to consumers in December 2009.
"It could be the sound of a bouncing basketball or a honking horn during rush hour traffic, everything I see and hear on a daily basis inspires the music I make," said Will.i.am. "I can't wait to get into the studio to produce this huge music collaboration and showcase the talents of people around the country."
Pepsi's "Ultimate Refresh" is introducing a new, digital mixing player that creates video mash-ups by combining three original music clips plus a performance by LMFAO selected by the user to produce a unique two minute collaborative video that will be featured on www.ultimaterefresh.com. Music lovers are encouraged to produce their own version of LMFAO's "La La La," showcasing one of four talents: vocals, melody, chords or percussion.
"This new generation of music fans is looking for more opportunities to become active participants in creating and sharing the music they love," said Frank Cooper, CMO of portfolio brands, Pepsi-Cola North America Beverages. "The Pepsi 'Ultimate Refresh' offers that unique chance for them to become creators by using a new digital tool that we believe will change the way we interact with music today."
Reality Digital, a leader of digital media solutions for global brands and their agencies, developed the new QuadMasher™ application specifically for Pepsi's "Ultimate Refresh" campaign. Built on the Reality Digital Opus™ social media platform, the QuadMasher enables users to mash four separate videos into a single quad-panel video, syncing user generated and professionally produced content together. The implementation also includes the Adobe® Premiere Express Service add-on which allows users to remix video clips and add effects to their online creations.
"Pepsi has proven one of the most creative companies with which we’ve ever worked," said Mitchell Linden, SVP Strategy, Reality Digital. "Marrying their innovative spirit with our social media technology expertise on Pepsi's QuadMasher allowed us to create a unique application that allows Pepsi to connect with their customers and enables users to collaborate with LMFAO and Will.i.am at a level never before experienced on the Web."
There are two ways to participate in Pepsi's "Ultimate Refresh."
Create Your Own Track
- Visit www.ultimaterefresh.com to listen to LMFAO's new single, "La La La"
- Select one of four musical talents, vocals, melody, chords or percussion and record a two- minute audition video of you performing your version of "La La La"
- Submit your audition video online. A digital editing tool is available for participants who want to personalize their tracks
- Select an LMFAO performance plus two additional user submissions that inspired you to complete your recording. For instance, if you submitted a vocals track, peruse the site to find a melody track, chords track and percussion track to complete your recording
- Drag and drop each track into the digital collaboration tool to produce your final version of "La La La"
Produce Your Own Track
- Visit www.ultimaterefresh.com to listen to LMFAO's new single, "La La La"
- Select one LMFAO performance plus 3 submissions that inspired you, including a vocal track, melody track, chords track and percussion track
- Drag and drop each track into the digital collaboration tool to produce your final version of "La La La"
- Share it with your friends through popular social media sites like Facebook and MySpace or your own blog
Videos uploaded on ultimaterefresh.com will be reviewed by Will.i.am, who will produce a final song and video incorporating his favorite user-generated content into a remixed version of LMFAO's "La La La" track, creating the ultimate music collaboration. The final collaborated track and video will be revealed and available for free download in early December 2009.
Will.i.am performed Bob Dylan's "Forever Young" to a visual collage of iconic images celebrating generations past and present in a Pepsi commercial that aired during Super Bowl XLIII.
Pepsi's music marketing agencies, The RPM Group and Las Vegas-based MEGA, INC., were instrumental in developing the promotional concepts and partnerships with the musical artists.
Pepsi-Cola North America Beverages
The Pepsi-Cola North America Beverages (PCNAB) portfolio features market-leading liquid refreshment beverages, including the Pepsi, Mountain Dew, Sierra Mist and Mug trademarks in the carbonated soft drink category and the Aquafina and SoBe trademarks in the non-carbonated arena. PCNAB also produces and markets North America's best-selling ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. Please visit www.pepsiproductfacts.com for additional information. PCNAB is a division of PepsiCo, which offers the world's largest portfolio of billion-dollar food and beverage brands, including 18 different product lines that each generate more than $1 billion in annual retail sales. Our main businesses – Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in over 200 countries. With more than $43 billion in 2008 revenues, PepsiCo employs 198,000 people who are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.
About Reality Digital
Reality Digital, Inc. is a provider of enterprise-scale, white-label digital media solutions. The company's comprehensive family of products and strategic services enable global brands and agencies to socialize digital content and deliver more relevant and engaging community experiences to their customers. Reality Digital provides the building blocks needed for companies to manage, publish, distribute and monetize rich media on the web. Since 2003, the company has leveraged its core expertise in digital video to help leading global brands in media, entertainment, sports, travel and retail to drive brand recognition and deeper community involvement through social media.
Reality Digital has offices in San Francisco and London. For more information, visit www.realitydigital.com.
Media Inquiries to:
Nicole Bradley, Pepsi, 914.253.2964, nicole.bradley@pepsi.com
Melle Hock, Edelman, 212.642.7793, melle.hock@edelman.com
Gillian Kushner, Weber Shandwick, 212.445.8417, gkushner@webershandwick.com
Reality Digital Opus is a trademark of Reality Digital. All other trademarks mentioned in this document are the property of their respective owners.
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