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Pepsi China reveals 'battle of the bands' TV show
by Benjamin Li
1-Apr-09, 11:51
BEIJING - Pepsi China has confirmed it is to launch a 'Pepsi voice of the next generation' band competition, providing a TV platform and professional assistance for Chinese bands.
Zhejiang Satellite TV, which has a large audience share in China, will broadcast the show, with Music Radio Channel, Modern Musician magazine and music website A8 among the other partners for this campaign.
May Day, an Asian pop band from Taiwan, has been signed up as the brand ambassador.
The winning band will receive Rmb 200,000 (US$29,000) for professional training and consultancy and a set of Mapex drums and guitars. It will go on a national tour.
Harry Hui, chief marketing officer of Pepsi China, said: "We really hope we can work together and provide a suitable platform and financial assistance for the next generation of budding bands to show their feelings.”
Starting from 1 April, bands in China can start to register. There will be a first round of competition in 21 cities from May to June, and from 11 June there will be four regional competitions in the North, East. South, and West of China. There are already 5,000 bands registered before the formal announcement.
Mindshare, Tribal DDB and BBDO are the agency partners for this campaign.
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