Constant runner-up, PepsiCo Beverages has just signed a yearlong partnership with the social media company, Twitter. Pepsi recently announced a new global campaign in hopes to redefine the brands key components and bolster its position in the two-man race. PepsiCo and Coca-Cola both dominate the beverage market with hundreds of brands selling around the world, but Coke holds more than double the market share.

Pepsi’s new campaign slogan, “Live for Now,” mimics the company’s move into more innovative and untested marketing tactics. This new yearlong deal with Twitter integrates the company’s new initiative called “Live for Now Music.” The company has recently worked with pop singer Katy Perry and rapper Nicki Minaj in there marketing efforts and hopes to reestablish their former association with the music industry. The campaign will include a series of concerts and free music downloads. “This further reinforces Pepsi’s position as being a curator, sponsor, creator, supporter and participant in pop culture and music, specifically,” said Shiv Singh, global head of digital for PepsiCo Beverages.

“This is the biggest initiative a marketer has done with Twitter to date,” said Adam Bain, Twitter’s president-global revenue. “It ranks as one of the smartest campaigns we’ve seen on the platform too. … This yearlong program takes full advantage of Twitter.”

Each Wednesday, for the next 52 weeks, Pepsi will deliver videos containing an overview of the artists, music, and music news trending on Twitter that week. “In addition, @pepsi will offer free downloads from the Amazon MP3 store for fans that follow the brand on Twitter and use the hashtag #PepsiMusicNOW in their tweets. The brand will also use Twitter to announce pop-up concerts, which it will offer on-demand afterward for fans who want to watch it later,” as reported by Mashable.

Pepsi’s investment into this initiative is one that they see paying off in the long run. Twitter provides the perfect platform to spread and share information and music videos in a uniquely branded way. Twitter has a much to lose in this deal as Pepsi; by landing its second big name (ESPN inked a similar deal with the company a few weeks ago) the company is helping to raise its advertising profile. A point that will remain debated until they prove they can deliver a steady and measurable line of success.