The mobile handset manufacturer is giving away downloadable music tracks and a Nokia 5800 Comes With Music phone worth £300 every 10 minutes as part of the activity.
Nokia's head of brand engagement, Fiona Bosman, said the partnership had the potential to ‘develop in the future' into music events.
Nokia has already tied up with MTV's Live Sessions programme to promote the service. Music fans who watch sessions with bands including Maximo Park and The Veronicas on mtv.co.uk are directed to the Nokia Music Store.
The Pepsi activity, which launches this month, will feature on cans of Pepsi and Pepsi Max for three months. It will be supported with joint in-store retail point-of-sale and digital marketing by Nokia and Pepsi.
Bosman said Nokia was partnering with brands with ‘interesting content', rather than opting for a fresh Comes With Music ad campaign. The service was launched last year backed by activity created by Wieden
& Kennedy.
In May, Orange became the first UK mobile operator to sell the Comes With Music devices. Nokia is understood to be planning to roll the music service out on more handsets and to make these available through other mobile operators. The handsets are also available through retailer Phones 4U.
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