20th Century Fox has joined forces with Pepsi to develop a series of digital content and real-life experiences to celebrate the third season of Empire.
By way of the collaboration, Pepsi will introduce three digital and social extensions which will serve as complementary builds to an on-screen narrative.
These extensions will include: a nine-episode social series, which will debut on the series’ Facebook and Instagram and will continue the story of longtime characters A&R executive Becky Williams and Porsha; the launch of six limited edition Empire mini-cans featuring custom artwork inspired by the show’s themes; and a first-ever Empire musical tribute titled When Cookie Met Lucious, feat. Jamal that will launch in May.
“Our continued partnership with the biggest show on television signifies both Pepsi and ‘Empire’ coming together for another round of creative storytelling,” said Stacy Taffet, senior marketing director, Pepsi.
“It’s giving fans access to the best of both worlds by combining fresh talent and music from our Sound Drop platform and fan-first experiences to really bring the story to life off the screen,” she added.
The multi-platform partnership will also include a cameo appearance by singer-songwriter Tinashe, who was recently announced as Pepsi’s newest Sound Drop artist.
“Fox is thrilled to partner with Pepsi once again in follow-up to last season’s groundbreaking Empire collaboration that took branded partnerships to a whole new level,” averred Bruce Lefkowitz, executive vice president, ad Sales, Fox Networks Group.
