updated 11:15 am EST, Mon January 14, 2008
Amazon MP3 Pepsi Promo
Amazon and Pepsi this morning claimed a changing of the guard with word of Pepsi Stuff, a new promotional campaign bent on accomplishing for Amazon what 2004's iTunes promo did for Apple. Rather than hide complete giveaway codes under random bottle caps as with the iTunes campaign, the new promo guarantees songs based on the number of drinks: buyers instead claim points from each bottle that go towards free items. Five bottles are enough to qualify for a single song. Since every song comes in the unprotected and more universal MP3 format, nearly every user of a portable media player can claim the rewards from the campaign -- including iPhone and iPod owners, Amazon is keen to state.
Other items are available and include downloads from Amazon's Windows- and TiVo-only Unbox video service, electronics, and physical media such as CDs or movies. Every bottle labeled as a Pepsi drink will qualify for the campaign.
Further echoing past collaboration between Apple and Pepsi, the Amazon campaign will debut with the Superbowl on February 1st and is widely anticipated (though not confirmed) to begin with a TV spot to air during the Superbowl. Neither Amazon nor Pepsi has yet said if or when the campaign will end.
The revelation marks a second significant victory for Amazon versus Apple in as many weeks, with Amazon having secured all four major labels in a protection-free agreement last week by adding Sony BMG's catalog to its music collection. Apple so far has only enlisted EMI and has reportedly been deliberately rebuffed by Universal and Warner when asking for new long-term contracts for the iTunes Store. Both labels are said to be looking for more flexible per-song pricing from Apple as well as a chance to undermine the iPod manufacturer's majority stake in online music sales.