Pepsi has confirmed that it will continue its partnership with US broadcaster Fox with the third season of hit drama Empire.
The campaign will begin with the nine-episode ‘Emerge’ social series; the launch of six limited-edition Empire mini-cans showcasing custom artwork created by artist Jon Moody via which fans can use Shazam to unlock behind-the-scenes content; and a first-ever Empire musical tribute entitled When Cookie Met Lucious, feat. Jamal which will launch in May.
Pepsi previously partnered with the series for its second season, featuring placement in the show as sponsorship for the main character Jamal Lyon.
"Our continued partnership with the biggest show on television signifies both Pepsi and EMPIRE coming together for another round of creative storytelling," states Stacy Taffet, Marketing Sr. Director, Pepsi.
"It’s giving fans access to the best of both worlds by combining fresh talent and music from our Sound Drop platform and fan-first experiences to really bring the story to life off the screen."
Pepsi’s newest Sound Drop artist Tinashe will also have a cameo appearance on the show.
"FOX is thrilled to partner once again with Pepsi in follow-up to last season’s groundbreaking EMPIRE collaboration that took branded partnerships to a whole new level," said Bruce Lefkowitz, Executive Vice President of Ad Sales, Fox Networks Group.
"As this robust, new multi-platform initiative with Pepsi shows, advertisers can play big with FOX. We bring innovative ideas and real solutions to our partners that create a better, more immersive experience for our viewers – and that deliver real engagement on every platform imaginable."
The show will return to screens on March 22nd.