According to this press release, Pepsi and Apple have partnered for an iTunes music promotion that will kick off on Superbowl Sunday. Beginning February 1st Pepsi will put 100 million winning codes in random bottles of Pepsi, Diet Pepsi and Sierra Mist. People who get a bottle cap with the code can go online and get a free iTunes download.
Will this work? Most bottle cap promotions require a cumbersome redemption process. But this one features a simple online redemption for downloadable music. All the kids will have to do is buy a Pepsi instead of a Coke. And use iTunes instead of MusicMatch or some other music service.
P.S. If you want a better practice, check out this Ultimate Guide.