Pepsi has launched the Pepsi10Co program in Europe to find entrepreneurs able enough to partner on technology start-ups with the company.
After its success in the US, the program will look to find 10 technology firms in Europe that will work with PepsiCo in the UK to come with services that will let consumers interact with the Pepsi brand.
The company has partnered with venture capital firms Highland Capital Partners and tech magazines Mashable and Wired for the Europe wide program.
The program will chose 10 companies that will work with PepsiCo brands Pepsi, Walkers, Tropicana and Quaker for developing new methods to interact and engage customers.
The program will be accepting product related to social media, mobile marketing, place-based technology, digital video, and gaming or learning platforms. Products will be judged by a panel of senior executives from Pepsi, Walkers, Tropicana and Quaker and several industry experts.
"PepsiCo10 offers start-ups a unique opportunity to share and develop their ideas with some of the leading brand marketers and media consultants in business,” said Bonin Bough, global director of digital and social media at PepsiCo.
"It also gives our brand teams access to a new arsenal of tools, helping them remain at the cutting edge of creative consumer engagement,” he added.