Fox Teams with Pepsi for ‘Empire’

Partnership will see the development of complementary content and activations for the series’ third season.

Twentieth Century Fox and Pepsi have joined forces to develop a series of digital content and real-life experiences to celebrate the third season of “Empire.”

Through the collaboration, Pepsi will introduce three digital and social extensions, which will serve as complementary builds to an on-screen narrative. These extensions will include: a nine-episode social series, which will debut on the series’ Facebook and Instagram and will continue the story of longtime characters A&R executive Becky Williams and Porsha; the launch of six limited edition “Empire” mini-cans featuring custom artwork inspired by the show’s themes; and a first-ever “Empire” musical tribute, titled When Cookie Met Lucious, feat. Jamal, which will launch in May.

"Our continued partnership with the biggest show on television signifies both Pepsi and ‘Empire’ coming together for another round of creative storytelling," says Stacy Taffet, senior marketing director, Pepsi. "It's giving fans access to the best of both worlds by combining fresh talent and music from our Sound Drop platform and fan-first experiences to really bring the story to life off the screen."

The multi-platform partnership will also include a cameo appearance on “Empire” by singer-songwriter Tinashe, who was just announced as Pepsi’s newest Sound Drop artist.

"Fox is thrilled to partner once again with Pepsi in follow-up to last season's groundbreaking ‘Empire’ collaboration that took branded partnerships to a whole new level," says Bruce Lefkowitz, executive vice president, ad Sales, Fox Networks Group. "As this robust, new multi-platform initiative with Pepsi shows, advertisers can play big with Fox. We bring innovative ideas and real solutions to our partners that create a better, more immersive experience for our viewers–and that deliver real engagement on every platform imaginable."

The third season of “Empire” will return March 22.