Firstly, a nine-episode social media series called Emerge will run in parallel to the show on Facebook and Instagram. Furthermore, six Empire-themed mini-cans will carry the artwork of Jon Moody, subsidized by a Shazam deal that will unlock behind the scenes videos.
Stacy Taffet, marketing senior director, Pepsi, said: " Our continued partnership with the biggest show on television signifies both Pepsi and Empire coming together for another round of creative storytelling."
Bruce Lefkowitz, executive vice president of ad sales Fox Networks Group, added: “Fox is thrilled to partner once again with Pepsi in follow-up to last season's groundbreaking Empire collaboration that took branded partnerships to a whole new level.
"As this robust, new multi-platform initiative with Pepsi shows, advertisers can play big with Fox. We bring innovative ideas and real solutions to our partners that create a better, more immersive experience for our viewers – and that deliver real engagement on every platform imaginable."
The Emerge show will tell the story of Empire characters, Becky Williams and Porsha Ta'Rhonda Jones in the hunt for the next big artists, merging the show’s fiction with real talent.