Pepsi is extending the buzz from its sponsorship of the Super Bowl halftime show with a new promotion that gives away one car every day and $20 worth of gas every minute.
The under-the-cap promo, which launched yesterday, features 482.5 million codes printed under the caps of specially marked Pepsi beverages.
Pepsi also plans to distribute the codes via on-pack stickers at certain retailers, on game cards distributed at select sampling sites and sporting events, by e-mail to online subscribers of Pepsi Xtras Newsletter and/or Dewsletter and through Yahoo instant messaging.
Each code entered gives the player one entry in the daily sweepstakes to win a choice of a DUB-edition customized 2007 Subaru WRX Limited or a 2007 Subaru WRX Limited plus a check for $10,000. Both prizes are valued at $40,000.
In addition, each entry gives the player a chance to win one of 1,440 $20 cash for gas prizes given each day. The daily drawings begin today and end April 17.
In certain markets, a buy-one-get-one free message may also appear under some caps.
Codes appear on 20-ounce bottles of Pepsi, Diet Pepsi, Mountain Dew, Diet Mountain Dew, Sierra Mist and Sierra Mist Free, 1-liter bottles of Pepsi, Diet Pepsi, Mountain Dew and Diet Mountain Dew, as well as under the rim of 32-ounce and 44-ounce paper fountain cups.
The promotion, in partnership with Yahoo, requires non-Yahoo members to register for an account before they can enter their codes at PepsiFreeRide.com or DewFreeRide.com. Codes can also be entered by text message.
The promo, handled by Pepsi, runs through April 30.