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PepsiCo's SoBe has partnered with Mike Tyson’s Main Event game in launching a mobile gaming campaign for the brand's teas, fruit juice blends, and enhanced waters.
Tied into SoBe’s "Try Everything" brand positioning, the "Try Everything Challenge" invites iPhone users to compete for a high score in a fruit-smashing game within the existing Tyson Main Event game. After the next month of play, the highest point earner wins a trip to Las Vegas in October to train with Tyson.
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