People tweeting about hip-hop star Nicki Minaj's concert Tuesday night could have their messages featured on a digital billboard in New York City's Times Square.
The Aug. 14 concert -- part of Pepsi's celebrity-infused "Live For Now" global ad campaign -- at Roseland Ballroom will be live-streamed on Twitter.com/Pepsi and Pepsi.com at 9:30 p.m. ET.
All tweets that include hashtag #NickiMinajConcert will be considered for inclusion on the billboard.
"We're putting the fans at the center," Shiv Singh, global head of digital for PepsiCo Beverages, told Mashable. "What makes it special is we're able to do it to scale thanks to Twitter and Pepsi Pulse."
Launched in April, Pepsi Pulse is a social media-driven interactive dashboard for everything pop culture. Tonight, it will feature the livestream as well as fans' concert tweets.
Minaj helped launch the multi-year "Live For Now" campaign, appearing in a commercial that also used her song “Moment 4 Life.” Pepsi's campaign encourages consumers to live in the moment by knowing what’s hot across the web so they can be the first among their friends to share the information on social networks.
This concert is the third in a four-part series. Pop star Katy Perry got the concert series going as part of her Part of Me 3D movie release earlier this summer.