PepsiCo Inc. has teamed up with MTV and the "Rock Band" game for the "Drink Up, Rock Out" promotion. Guess which channel is being used.

As part of the promotion, Pepsi has an iPhone application in the App Store that lets users transform pictures of themselves or friends into their favorite rock stars. Zumobi created the application.

"Pepsi's strategy was to extend the awareness of -- and participation with -- their 'Drink Up, Rock Out' national summer promotion onto iPhone and iPod touch platforms in an innovative, fresh way," said Cindy Spodek Dickey, vice president of marketing at Zumobi, Seattle. "IPhone and iPod touch users represent a terrific combination of both Pepsi's target audience as well as Rock Band fans.

"In working with Pepsi, Zumobi's strategy was to provide the brand with an engaging experience that complements elements of their current promotional campaign with activities that would be easy and fun to use, and that would be highly repeatable and sharable with friends," she said.

Rock Band is a music video game letting gamers play instruments developed by Harmonix Music Systems, published by MTV Games and distributed by EA Distribution.

Pepsi and Rock Band are giving away thousands of free Rock Band tracks and a Rock Band 2 Special Edition bundle of songs every hour of every day until the campaign ends.

Pepsi's "Drink Up, Rock Out" promotion is running now through Sept. 13.

Consumers need to look under the cap of specially marked 20-ounce and 1-liter bottles of Pepsi, Diet Pepsi or Pepsi Max and enter the codes via the iPhone application or at http://www.pepsirockband.com for a chance to win.

The Pepsi Rock Band app is part of Pepsi's integrated marketing efforts for its national promotion, representing its first step into a fully branded application experience on iPhone and iPod touch.

Consumers using that application can enlarge, reduce rotate and move their personal image around the screen. The built-in face-placement template helps make it easier to adjust and edit in photos for a great avatar fit.

This was a collaborative effort between Pepsi and MTV, with Zumobi designing, developing and ultimately delivering the app itself.

Additionally, the app is distributed as part of The Zumobi Network to help drive downloads and discovery by users.

Zumobi will also be providing reporting metrics to Pepsi in terms of downloads, unique users, repeat users, length of time users spent with the app, and additional performance information.

This is the third time Zumobi has had the opportunity to work with the teams at Pepsi.

PepsiCo Inc. launched a branded mobile widget for its Mountain Dew soft drink, bringing back a '50s icon as a key attraction for its target audience of active consumers.

A mobile game, the widget featured Willy the Hillbilly trying to protect his jugs of Mountain Dew from being stolen by others. The game was created by interactive agency Tribal DDB, New York, and hosted on Zumobi's mobile content platform (see story).

"IPhone and iPod touch users represent the most engaged users of mobile browsing and mobile applications," Ms. Dickey said. "Applications such as Pepsi Rock Band leverage the rich capabilities of iPhone applications, as well as enhanced degrees of social media interaction, that mobile sites just can't deliver.

"Additionally, by having an application on the iPhone or iPod touch, Pepsi's icon has now established a highly visible and convenient presence on the consumer's mobile device, offering front row and top-of-mind placement on an on-going basis," she said.

"Being accepted and welcomed on this real estate is invaluable, driving a deeper level of engagement with Pepsi consumers while extending the reach of their advertising campaigns."