promotes Entrepreneur program PepsiCo10 to London Silicon Roundabout

Calling all tech start-ups!

PepsiCo is calling for digital entrepreneurs across Europe to apply to take part in ‘PepsiCo10′, a new programme that will discover and support new and exciting technology innovations.

Launched successfully in the United States last June, PepsiCo has expanded PepsiCo10 to Europe. The goal of the PepsiCo10 Europe programme is to identify up to 10 of the most promising companies and give them the opportunity to work with PepsiCo in the U.K. to deliver pilots of their technologies, whilst receiving the support and guidance from industry-leading mentors.  Prospective applicants can find out more about the programme and apply online until July 15, 2011 at

PepsiCo is partnering on the program with global venture capital firm Highland Capital Partners and leading industry magazines Mashable and Wired. Highland Capital Partners, OMD and Weber Shandwick will continue to serve as advisors to PepsiCo throughout the programme.

To enter, emerging technology companies must have a ‘ready-to-go’ product that fits in one of the following five categories: social media; mobile marketing; place based technology; digital video; and gaming or learning platforms. Proposals will be evaluated on their ability to impact PepsiCo’s brands and/or further PepsiCo’s corporate Performance with Purpose priorities: health and wellness, environmental sustainability and talent development.

Near completion, PepsiCo10′s pilot programmes in the United States have resulted in the execution of successful digital marketing activations across U.S. brands. These winning technologies include: Tongal, a video sharing platform that is currently sourcing animation video for the Brisk Tea brand; BreakOut Band, a collaboration music platform that worked with Pepsi MAX to execute at the 2011 South by Southwest Interactive and Music conference; and Evil Genius Designs, a mobile gaming platform with which PepsiCo has worked to develop a virtual reality video game featuring products across the PepsiCo portfolio.

For more details visit or contact Shawn at



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