So what's next for Pepsi Next? Airbnb, Instagram, Flavorpill and Kamio.
The soft-drink company, which previously partnered with buzzy startup TaskRabbit, is using these other hot tech names to anchor Unbelievable Taste Escapes, another promotion that begins Tuesday.
Winners will get trips to Hawaii, Los Angeles or Williamsburg, Brooklyn, where they will stay at an Airbnb location. Then on Wednesday, Pepsi Next will launch its official Instagram page in partnership with Kamio, which will provide three branded photo filters: Unbelievable Escapes, Unbelievable Good Time and Unbelievable Glitz.
"We’ve historically engaged with our consumers online," said Esperanza Teasdale, senior director of Pepsi Next. "Our new partnerships go a step further, allowing consumers the opportunity to customize their Pepsi Next experience."
Launched in 2011, Pepsi Next is PepsiCo's latest attempt at a mid-calorie cola. Boasting 60% less sugar, Pepsi Next has 60 calories for a 12-ounce can, versus 150 calories for regular Pepsi. In addition to a "virtual taste test," (in which comedians impersonate viewers trying the cola), Pepsi has rolled out traditional marketing, including a television campaign.
Pepsi Next's embrace of Airbnb comes after New York's attorney general asked the accommodations company to hand over data on 15,000 New York City hosts as part of a probe into the city's illegal hotels.
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