Pepsi will "Vive Hoy" on MTV sibling Tr3s

10/6/2013 | MediaPost Communications

Pepsi is bringing its "Vive Hoy" campaign to MTV's Tr3s channel, where it will highlight emerging artists for the network's young, Hispanic audience. The pairing includes a contest to win a concert "tag along" with Mexican techno-pop group 3BALLMTY. Because millennials share music content on the Web, the partnership naturally sits at "the intersection of TV and social media," said Tr3s Brand Manager Fernando Gaston.

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