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The PepsiCo brand will run a game-within-a-game in Mike Tyson: The Main Event, a popular iPhone game RockLive introduced in March. SoBe’s “Try Everything Challenge” beckons users to compete in a fruit-smashing game. The top scorer will win a trip to Las Vegas in October to train with Tyson.
The integration is the latest for SoBe, which has recruited celebs like Hilary Duff and Sports Illustrated swimsuit model Kate Upton for offbeat marketing efforts, and has hosted live events featuring melon bowling and milking fake orange cows.