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When Katy Perry takes the mic for a song during Sunday night's MTV Video Music Awards, the cable channel will temporarily shift focus from inside the event's arena—Brooklyn's Barclays Center—to her performance's secret location in the New York City borough. Considering Perry's penchant for tweet-worthy outfits, coupled with the outdoor scenery, Twitter will likely buzz with chatter about the pop star's antics.
Pepsi, a major sponsor for the Viacom event, plans to own the moment in terms of branding with a social-media twist.
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