The World: Shanghai - Pepsi hunts for next big band in reality TV show

Pepsi is launching a reality TV show in China that will be the cornerstone of its 2009 marketing activity.

The show, the format of which has been developed by Pepsi, will feature aspiring music bands taking part in a knockout competition, with the winners getting the chance to embark on a Pepsi-backed tour in the autumn.

An interactive element will allow viewers to vote for their favourite bands, via online and mobile platforms.

The campaign is part of Pepsi's "creative challenge" concept, which in previous years has offered consumers the chance to feature on cans. Agency partners for the TV show include BBDO, Tribal DDB and Mindshare.

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