PepsiCo 10 - a Case Study

PepsiCo 10 is a business incubator project from Pepsi.  Originally launched last year in the US, it aims to find innovative start-ups to fund and mentor.  It positions Pepsi as an innovative company, and also (I assume) gives then first dibs on the technologies that they are supporting.

It's now coming to Europe - here is the announcement:



But how does it work?  Here's a case study.

BreakoutBand is a social media music game.  Create a track using the tools on the site, then release it, and watch it climb in the charts.


Splash Video from BreakoutBand on Vimeo.

Pepsi Max used BreakoutBand to create a contest at SXSW 2011, as both an online and live experience.

As it says in the case study "BreakoutBand participants engaged with the branded music experience for 
an average of 29 minutes and 60 percent shared their beats on Facebook"

This song was the winner.  Nice 'pouring' sounds at the end!

(Here's another competition that BreakoutBand have run with Old Navy)

Good luck to any companies from Europe.  I think it's great that PepsiCo are doing this, and I look forward to more innovative uses.