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.
Pepsi will "Vive Hoy" on MTV sibling Tr3s
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